THE EFFECT OF STRATEGIC COMMITMENT AND SUPPLY CHAIN COLLABORATION ON OPERATIONAL AND INNOVATION PERFORMANCE
Strategic commitment (SC) and supply chain collaboration (SCC) are vital issues for the operational and innovation performance of the firm from a supply chain perspective. In this study, we investigate the interaction between SC, SCC, operational performance, and innovation performance. We formulated a conceptual framework to see how SC and SCC influence separately and jointly the operational and innovation performance of pharmaceutical enterprises in Bangladesh. Exploratory factor analysis and structural equation modelling were applied to test data collected through a self-controlled questionnaire survey. Results show that SC has a substantial direct influence on SCC and both direct and indirect influence on innovation and operational performance. SCC has a direct impact on innovation performance and an indirect effect on operational performance. Innovation performance has a substantial direct influence on operational performance. These results would be useful to managers in building relations with their partners to enhance OP and IP and ensuring supply chain effectiveness This study demonstrates that SC and SCC both have a direct and indirect influence on firm performance that ultimately ensures business success.