TRANSLATING MARKETING–SUPPLY CHAIN ALIGNMENT INTO FIRM PERFORMANCE: THE STRATEGIC ROLE OF DYNAMIC CAPABILITIES AMID RESILIENCE AND ENVIRONMENTAL UNCERTAINTY

Abstract

Firms increasingly face pressure to integrate strategic functions such as marketing and supply chain management to achieve superior performance. Yet, empirical research examining how such alignment interacts with dynamic capabilities and resilience under environmental uncertainty, particularly in emerging economies like Pakistan, remains limited. This study investigates the combined effects of Marketing–Supply Chain Management Alignment (MSCA), Dynamic Capabilities (DC), and Supply Chain Resilience (SCR) on Firm Performance (FP), with Environmental Uncertainty (EU) as a moderating factor. Grounded in the Dynamic Capabilities View, the research explores both the direct and indirect effects of MSCA on FP through DC, and whether EU and SCR influence the impact of DC on performance.

Using a quantitative, cross-sectional design, survey data were collected from managerial respondents in Pakistan’s Fast-Moving Consumer Goods (FMCG) sector. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to examine direct, indirect, and moderating relationships. Reliability and validity were confirmed via Cronbach’s alpha, composite reliability, average variance extracted, and discriminant validity metrics.

Findings indicate that MSCA significantly enhances firm performance both directly and indirectly through dynamic capabilities, confirming DC as a key strategic enabler. Environmental uncertainty negatively moderates the impact of DC on performance, suggesting that high turbulence can constrain adaptive effectiveness. Conversely, supply chain resilience did not significantly moderate this relationship.

The study underscores the importance of aligning strategic functions and cultivating adaptive capabilities, while accounting for environmental constraints. It provides actionable insights for firms in emerging markets seeking to strengthen performance and sustain competitive advantage under volatile conditions.