Investigating the drivers of the innovation in channel integration and supply chain performance: A strategy orientated perspective

This research presents a proposed model which addresses the drivers of innovation in channel integration in supply chain management. A total of 317 Taiwan qualified high-tech manufacturers were mailed questionnaires and 84 valid samples (response rate of 26%) were analyzed by AMOS analysis. The results indicate that a significant relationship has been established between market orientation and supply chain performance. The findings reveal that market orientation is significantly related to embedding operant resources and resource integration, and that resource orientation is significantly related to value co-creation, embedding operant resources and resource integration. The findings also confirm that value co-creation and the value constellations as the drivers of innovation in channel integration are positively associated with supply chain performance.