Demand and Supply Characteristics, Supply Chain Strategy and Business Performance

Abstract

This study sought to examine the effect of demand and supply characteristics on business performance. This study adopted explanatory research design. This study adopted explanatory research design. A Purposive sampling (also known as judgment, selective or subjective sampling) sampling technique was used to obtain a total sample size of 252. A primary research instrument was used where questionnaires were adopted from literature. This study concludes that demand and supply characteristics have a positive and significant influence on supply chain strategy. Supply chain strategy has a positive and significant influence on business performance. Demand and supply characteristics have a negative but insignificant influence on business performance. Supply chain strategy positively and significantly mediates the relationship between demand and supply characteristics and business performance. The study is to help the management of organizations to develop the best strategy that will suit their demand and supply so that they can enjoy economies of scale.