Enhancing flexible marketing postponement strategy and customer related performance: the role of new technology and innovation

This paper examines the importance of incorporating new technology and innovation in supply chain management (SCM) processes in Malaysian companies. | Enhancing flexible marketing postponement strategy and customer related performance the role of new technology and innovation International Journal of Management IJM Volume 6 Issue 9 Sep 2015 pp. 67-84 Article ID IJM_06_09_008 Available online at http IJM JTypeIJM amp VType 6 amp IType 9 ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication _ ENHANCING FLEXIBLE MARKETING POSTPONEMENT STRATEGY AND CUSTOMER RELATED PERFORMANCE THE ROLE OF NEW TECHNOLOGY AND INNOVATION Za faran Hassan Center for Post Graduate and Professional Studies Faculty of Business Management University of Technology MARA Malaysia Ramachandran GRD Institute of Management and International Business Coimbatore Tamil Nadu India ABSTRACT This paper examines the importance of incorporating new technology and innovation in supply chain management SCM processes in Malaysian companies. The study measures senior production or SCM managers perceptions regarding new technology and innovation in supply chain management processes and level of performances in their companies. The paper specifically investigates relationship between new technological and innovation in SCM Marketing postponement flexibility and customer related performance CRP and these associations were analyzed through statistical methods such as Pearson s correlation cluster analysis and Structural Equation Modelling SEM . The findings suggest that new technology and innovation in SCM processes and its adoptions have significant correlations with Marketing postponement flexibility and customer related performance. In addition the SEM result demonstrates that new technology and innovation in SCM proxies namely technology and innovation in product and process design technology and innovation in new product development and technology and innovation in production line process appear to be of primary importance and exhibit .

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