IT leveraged downstream supply chain capabilities on competitive marketing performance - a study of Indian manufacturing firms

Abstract

Organisations in India are facing increased competition and are leveraging IT to create supply chain capabilities to retain their competitive positions. This research paper examines the impact of information technology (IT) leveraged downstream supply chain capabilities on competitive marketing performance of Indian firms. A structural model has been developed using the primary data collected from 307 professionals, working in downstream supply chain functions, in Indian manufacturing firms, to assess the impact of IT on downstream supply chain capabilities that eventually translates into competitive marketing performance. The research findings support the hypotheses that the competitive business environment has led to a greater extent of usage of IT which in turn is positively associated with greater supply chain capabilities. These IT-leveraged supply chain capabilities lead to greater operational and strategic marketing benefits. These two first order benefits have a positive impact on competitive marketing performance of the firms.