Abstract:
The study examines the impact of supply chain visibility on customer-oriented
performance in Ghana's manufacturing firms, focusing on the roles of supply chain
collaboration and supply chain learning. The Resource-Based View (RBV) theory and
the Organizational Learning Theory (OLT) guide the research. RBV posits that firms
gain competitive advantage through unique resources, such as supply chain visibility,
enabling them to effectively meet customer needs. OLT emphasizes that organizations
that foster learning from supply chain activities are better equipped to adapt and
improve performance. The study adopts a quantitative research approach, utilizing
structured questionnaires to collect data from 152 manufacturing firms in the Greater
Accra region. The data were analyzed using partial least squares structural equation
modeling (PLS-SEM) to assess the relationships between supply chain visibility,
collaboration, learning, and customer-oriented performance. The findings show that
supply chain visibility positively affects customer-oriented performance, particularly
when mediated by collaboration. Firms that engage in supply chain collaboration can
leverage real-time visibility to improve customer satisfaction, product quality, and
delivery timelines. Moreover, supply chain learning plays a moderating role, enhancing
firms' ability to use supply chain visibility effectively to adapt to market dynamics and
customer needs. The study recommends that manufacturing firms enhance supply chain
visibility through technological investments and foster collaborative relationships with
their supply chain partners. Additionally, firms should encourage continuous learning
within their supply chains to optimize customer-oriented performance. Policymakers
should create frameworks that promote collaboration and learning in supply chain
networks to drive competitiveness in the manufacturing sector.
Description:
A DISSERTATION SUBMITTED TO THE DEPARTMENT OF
PROCUREMENT AND SUPPLY CHAIN MANAGEMENT OF THE SCHOOL
OF BUSINESS, UNIVERSITY OF EDUCATION, WINEBA, IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF
MASTER OF BUSINESS ADMINISTRATION DEGREE IN
PROCUREMENT AND SUPPLY CHAIN MANAGEMENT
