Strategic orientation, capabilities, and performance in manufacturer — 3PL relationships

Sinkovics, Rudolf R.; Roath, Anthony S.

Abstract

This study examines how two dimensions of strategic orientation (customer and competitor orientation) influence logistics and market performance. Two capabilities, operational flexibility and collaboration, are studied. Data were collected from manufacturers working with third party logistics providers. The findings suggest that customer and competitor orientations have different influences upon performance when leveraged through the capabilities. Competitor orientation, while having a detrimental direct effect on logistics performance, appears to be the better strategic approach, when supported with operational flexibility since it results in enhanced logistics (efficiency) and market (effectiveness) performance. Customer orientation, on the other hand, greatly improves logistics performance, i.e., internal efficiency.

Citation

Sinkovics, R. R., & Roath, A. S. (2004). Strategic orientation, capabilities, and performance in manufacturer — 3PL relationships. Journal of Business Logistics, 25(2), 43-64. https://doi.org/10.1002/j.2158-1592.2006.tb00220.x

• Journal Article Type: Article
• Publication Date: Sep 1, 2004
• Deposit Date: Jun 25, 2025
• Journal: Journal of Business Logistics
• Electronic ISSN: 2158-1592
• Publisher: Wiley
• Peer Reviewed: Peer Reviewed
• Volume: 25
• Issue: 2
• Pages: 43-64
• DOI: https://doi.org/10.1002/j.2158-1592.2006.tb00220.x
• Keywords: Strategic orientation, Outsourcing, Third party logistics
• Public URL: https://durham-repository.worktribe.com/output/3745912