Authors: Ashutosh Sheel; Y.P. Singh; Vishnu Nath
Addresses: Department of Commerce and Business Studies, Motherhood University, Roorkee, India ' Noble Institute of Management, NH-24, Sitapur Road Kamal Pur Sirsa, Bakhshi Ka Talab, Lucknow, Uttar Pradesh 227202, India ' Department of Management Studies, Indian Institute of Technology Roorkee, India
Abstract: The aim of the current study is to examine the effect of marketing and supply chain orientation under environmental uncertainty on supply chain agility of downstream petroleum supply chain in India. Data was collected from 348 petrol stations in the states of Uttarakhand, Uttar Pradesh and Haryana, India. Path analysis was performed to know the strength of the relationship between the identified variables. The findings show that marketing orientation and supply chain orientation are antecedents of agility. Based on the findings, the study proposes solutions to issues being faced in the downstream petroleum supply chain in India. The current research applies past findings on supply chain agility in the context of downstream petroleum supply chains in India and addresses the lack of academic research as well as provides solutions to the identified issues of downstream petroleum supply chains in India.
Keywords: supply chain agility; supply chain orientation; SCO; marketing orientation; firm performance; Indian petroleum sector; IT; downstream petroleum supply chain.
International Journal of Business Excellence, 2020 Vol.20 No.2, pp.269 - 294
Received: 05 Sep 2018
Accepted: 05 Nov 2018
Published online: 18 Feb 2020 *