STRATEGIC ORIENTATION, CAPABILITIES, AND PERFORMANCE IN MANUFACTURER — 3PL RELATIONSHIPS
研究制造商与第三方物流合作中，客户导向和竞争者导向如何通过运营灵活性和协作能力影响物流与市场绩效，发现竞争者导向在运营灵活性支持下更能提升效率与效果。
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.