Abstract
Retailers offer choice, immediacy, different price points and an ambience that influences consumption. The win-win scenario is where manufacturers and retailers work together to create highly satisfying experiences for the consumer. The present work identifies the various critical factors and operating elements of Supply Chain Management (SCM) and develops a valid and reliable instrument in order to cover the aspects of SCM in India from the perspective of the retailer. In this paper, from the retailer's perspective, the relationship between the factors of SCM and the measures of performance is investigated in a moderated environment. The results indicate that the moderator (supply chain orientation) has a significant and positive effect on the relationship between the factors of SCM and the performance variable of the retailers.
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