Supply-Chain Strategy and Performance: Mediating Effect of Supply-Chain Practices

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1 Available at The 3rd International Conference on Technology and Operations Management Sustaining Competitiveness through Green Technology Management Bandung Indonesia, July 4-6, 2012 Supply-Chain Strategy and Performance: Mediating Effect of Supply-Chain Practices Abdul Aziz Othman 1,*, Rushami Zien Yusoff 1, Mohd Azril Ismail 1, Rohana Husin 1 1 College of Business (CoB) - Universiti Utara Malaysia (UUM), Sintok 06010, Kedah Darul Aman, Malaysia Abstract. This article reports a study designed to explore the state of supply chain practices in Malaysian Automotive industry by examining the mediating effect of supply-chain practices between supply-chain strategy and supply-chain performance. This study is accomplished by using survey questionnaire that was answered by 65 respondents from Malaysian automotive components manufacturing firms. The study found that supply-chain strategy had no direct relationship with supply-chain performance, but was mediated by supply-chain practices. This also found that the supply-chain practices act as full mediator towards relationship between supply-chain strategy and performance. Keywords: Supply-chain strategy, supply-chain practices, supply-chain performance 1. Introduction The level of competition in the business world today has changed from the national to the global level. The same scenario can be seen in the automotive industry in Malaysia where the major manufacturers and automotive component manufacturers need to become more competitive to absorb pressure from multinational companies are significantly increasing. As recommended by the Malaysian Automotive Institute (MAI), the automotive industry had to respond to a number of major developments, including the development of automotive technology, liberalization, and trends of restructuring and rationalization among international automotive companies. These developments have a clear impact on the policies and strategies on domestic and regional markets. Thus, supplier companies and automotive companies themselves must understand these developments, and take appropriate measures in terms of technology, product quality improvements and cost savings. (MAI, 2002). One of the alternatives to overcome this issue is by increasing the efficiency and effectiveness of supply chain management. Many challenges and problems will arise in making this supply chain management as an efficient and effective alternative. Among them is the alignment of supply chain strategies which is translated into practice the exact impact on organizational performance. For example, organizations that want to improve organizational * Corresponding author. address:

2 218 A.A. Othman, R.Z. Yusoff, M.A. Ismail, and R. Husin Supply-Chain Strategy and Performance... performance through cost-efficient practices, need to operate at a location that offers low cost and to develop strategies that more closely to the Lean Supply Chain (Gunasekaran, 2008). Conversely, organizations that want to be competitive through innovation need to use strategies more closely to the agile supply chain (Gunasekaran, 2008). This is supported by a study conducted by Gunasekaran, Lai and Cheng (2008) which state the nature of supply chain strategy, aimed at an efficient cost is a lean supply chain. Furthermore, Groote (1994), Fisher (1997), Randall and Ulrich (2001) stated in their study that generally profit in the supply chain investments will only be available if there are alignment between supply chain strategy with form of process or product requests. Directly, this request form should be adapted to the practices involved in the supply chain for which the outcome of the strategy can be translated accurately. Finally, to have the effective supply chain, organizations need to adapt the appropriate supply chain strategy and supply chain practices (Sufian, 2010). Therefore, this study designed to examine the mediation effect of supply chain practice towards relationship between supply chain strategy and supply chain performance in the automotive industry in Malaysia. 2. Literature Review Council of Supply Chain Management Professionals (2004), previously known as the Council of Logistics Management (CLM) is a professional body that promotes the practice, development and education of supply chain practices, defines supply chain management as SCM encompasses the planning and management of all activities involved in sourcing and procurement, conversion, and all logistics management activities, including coordination and collaboration with suppliers, intermediaries, third-party service providers, and customers. Therefore, supply chain encompasses all activities involved in the production and delivery of the product or service, from initial supplier to end customer. Meanwhile, Cooper et al. (1997) defines supply chain management as the management and integration of the entire set of business processes which provide products, services and information that can add value to our customers. Some authors previously, Christopher (1998), New and Payne (1995), and Simchi-Levi et al. (2000) has defined supply chain management as the integration of key business processes among a network of suppliers, manufacturers, distribution centers and vendors to improve the flow of products, services and information from the original suppliers to end customers, with the objective of reducing overall costs while maintaining service levels. The basic objective of supply chain management is to optimize supply chain performance with value-added as much as possible for the costs as low as possible. In other words, it aims to connect all supply chain entities to jointly work together as an organization which is as a way to maximize productivity in the supply chain and provide benefits to all parties concerned (Finch 2006). Furthermore, according to Mentzer (2001), the importance of a supply chain management is a coordination of traditional business functions in a systematic, strategic in certain companies and the whole business in the chain, to improve the performance of long-term individual companies and companies in the supply chain as a whole Lambert et al. (1998) view that the supply chain is not the business chain relationship between a single organization with other single organization but a variety of business networking. Thus, supply chain management is the process of business excellence as a whole (total business process excellence) and it also became a new way to manage the business and relationships with other business entities in the chain. This aspect becomes particularly relevant to the automotive industry and supply chain management is said to be the basis for good performance and competition in the automotive industry. This is because the automotive industry involves various sources of materials, products and components in which each require their own production process also its means that this industry involves multiple suppliers. Supply chain strategy refers to the nature of procurement of raw materials, transportation of materials to and from the company, product or manufacture of the operation to provide the service, and distribution of the product to the customer, along with any follow-up service and a specification of whether these processes will be performed in-house or outsourced (Chopra & Meindl, 2007). Naylor et al (1999), Towill and Christopher (2002) suggest three types of supply chain strategy which are agile supply chain, lean supply chain and hybrid supply chain. Their case studies show how the lean and agile supply chains have successfully merged to form a strategy referred to as a hybrid supply chain. However, Naylor et al (1999) use the term of leagile that refers to the integration between these lean and agile supply chain. Based on previous studies, no single set of common supply chain practices can be concluded. Even set of supply chain practices determine from different perspectives, but having the same goal of improving supply chain performance (Sufian, 2010). Therefore, this study identified the dimensions of supply chain practices proposed by Li et al (2006) to study its influence on the performance of supply chain which are strategic supplier partnership, customer relationships, level of information sharing and quality of information sharing.

3 A.A. Othman, R.Z. Yusoff, M.A. Ismail, and R. Husin Supply-Chain Strategy and Performance Most organizations less focused on developing an effective performance measurement and performance metrics for supply chain management (Gunasekaran et al., 2001). According to Holmberg (2000) states a of problems in measuring the performance of supply chain management is the lack of relationship between strategy and performance measurement, too dependent on the financial figures as key performance indicators, too much isolation and measurements that are not compatible and finally, using the single-firm management style when measuring supply chain. Therefore, measurement of supply chain performance in this study was based on the organization s strategic goals of the lean, agile or hybrid supply chain. The focus of lean is the elimination of waste and non-value activities, while the focus of agile is meeting customer needs quickly, efficiently (Gunasekaran et al 2008) and the uniqueness of the product (Argawal et al, 2001). Thus, the dimensions of supply chain performance measurement are cost-effective, lead time, innovation, time to market and flexibility to customers. 3. Research Methodology A set of questionnaire was developed to collect data for this study. In order to achieve the objectives of the study, the Malaysian automotive suppliers firms were selected as the population. The database was obtained from lists of suppliers given by automotive makers in Malaysia such as Proton, Perodua, Honda, Isuzu and Suzuki. This list of the suppliers consists of electrical, electronic, metal, plastic, rubber and other automotive components. The supplier firms involved in this study were ranged from medium to big companies, with more than 50 employees. The personnel involved in the survey were those from managing directors, senior managers and senior executives. The questionnaire was consist of four parts; (a) the general information of the organisation (ownership, number of employees, types of product produced and quality system certification), (b) supply chain strategy, (c) supply chain practices and (d) supply chain performance. A questionnaire using a six-point Likert scale was used to gather data for each construct of research model. The prime consideration of the design in this survey instrument was to keep it short and focused in order to obtain an adequate response rate. Questionnaires were designed based on a multiple item adapted from previous study namely Huang et al. (2002), Wang et al. (2004), Vonderembse et al. (2006), Towill and Christopher (2002), Christopher and Towill (2000). The process of developing the questionnaire also included a q-sort procedure. This q-sort procedure was used to improve the items construct placement and also rephrase statement based on the actual respondents. Experts from industries and academics were also consulted. The comments and feedback were analyzed and a few modifications were made. Table 1: Reliability Test Results all variables Variables No of Items Cronbach s Alpha Supply Chain Strategy Supply Chain Practices Supply Chain Performance In the case of reliability test, Cronbach s alpha was employed to measure the internal consistency of the research instrument. According to Sekaran (2005), reliability measurement is an indication of the stability and consistency of the instrument. The summaries of the reliability analysis are given in the Table 1. As can be seen from Table 1, all alpha values are above 0.6 as suggested by Nunally and Bernstein. As such we can conclude that the measurements are reliable. 4. Results and Discussions The total numbers of 275 questionnaires were posted in two waves during the months of December 2011 to January 2012 and from February 2012 to March A total of 67 questionnaires were received. In the first period, the number of questionnaires received back was very low at the response rate of 11.6% only. Increase the number of questionnaires posted in the second period, a total of 45 questionnaires received. Response rate increased to 24.36%. This makes all of their forms can be collected 67 questionnaires. However, 2 questionnaires were rejected due to not valid for analysis. So the final questionnaire can be used for further analysis is 65. This response rate is low but can be adopted based on previous studies in the manufacturing industry in Malaysia, the acceptable range of response rate is 18-26% (Rajagopal, 2006; Thi, 2006; Norani, 2011). Furhermore, non-response bias test was conducted where the results shows in the table 2. These test results confirm that the data were free from non-response bias. In other words, this study not only shows the

4 220 A.A. Othman, R.Z. Yusoff, M.A. Ismail, and R. Husin Supply-Chain Strategy and Performance... results of the study sample, but can be used to generalize the entire population of automotive industry in Malaysia. Variables Table 2: Result of Non-Response Bias Test Wave 1 Mean (N=21) Wave 2 Mean (N=44) Levene s test t value Supply-Chain Strategy F = p = t = p = Supply-Chain Practices F = p = t = p = Supply-Chain F = p = t = p = Performance 4.1. Respondents Profile The first aspects to be investigated were the respondents and organizational profile involved in this study. Table 3 shows the respondents profile such as the job position and working experiences in the automotive industry. It was found that the respondents were mainly holding the post manager or higher. Most of them (49.2%) have been involved more than 10 years in the automotive industry. This figure shows they have sufficient knowledge and experience to response the supply chain issues in their company. Table 3: Respondent Profile 1 Position Frequency (%) Executive 11 (16.9) Senior Executive 10 (15.4) Engineer 1 (1.5) Assistant Manager 4 (6.2) Manager 25 (38.5) Senior Manager 2 (3.1) Senior Expert 1 (1.5) Coordinator 1 (1.5) General Manager 2 (3.1) Managing Director 2 (3.1) Director 4 (6.2) 2 Years of Experiences Frequency (%) Less than 5 years 11 (16.9) Between 5 to 10 years 22 (33.8) More than 10 years 32 (49.2) Table 4: Organization Profile 1 Organization Ownership Frequency (%) 100% Foreign 10 (15.4) 100% Local 41 (63.1) Joint Venture 13 (20.0) 2 Organization Size Frequency (%) Less than 50 employees 10 (15.4) Between employees 15 (23.1) More than 151 employees 40 (61.5) 3 Types of Products Produced Frequency (%) Assembly 32 (49.2) Metal Component 13 (20.0) Electronic Component 4 (6.2) Plastic Component 16 (24.6) Electrical Component 15 (23.1) Rubber Component 13 (20.0) Table 4 shows the profile of organizations involved in the study. It was found that most of the organizations involved in this study is local ownership of 63.1%. Organization with the status of the joint venture is 20% and the rest is completely foreign ownership. Size of the organization referred to the number of employees in the

5 A.A. Othman, R.Z. Yusoff, M.A. Ismail, and R. Husin Supply-Chain Strategy and Performance organization. According to Ying (2006), organizations need to have more than 100 employees to effectively involve in the supply chain activities. It was found that 61.5% of the organizations have more than 150 employees and only 15.4% of the organizations that have less than 50 employees. In terms of products produced, most organizations involved in the assembly of products 49.2%. In addition, the percentage of organizations that produce of plastic components, rubber products, electrical / electronic and metal are respectively 24.6%, 20%, 29.3% and 20% Mediating Effect of Supply Chain Practice towards relationship between Supply Chain Strategy and Supply Chain Performance This test describes the effect of mediation on the relationship between independent variables and dependent variable. Mediating variables in this study is the practice of supply chain, while the independent variables studied were the supply chain strategy. Dependent variable of this study is the performance of the supply chain. This test is performed by using the Enter method of hierarchical regression analysis and according to the rules proposed by Baron and Kenny (1986). 1. Test the influence of independent variables (X) on the mediating variables (M) M = β 3 + ax + e 3 (1) 2. Test the influence of independent variables (X) on the dependent variable (Y), Y = β 1 + cx + e 1 (2) 3. Test the influence of both independent and mediating variables on the dependent variables simultaneously. Y = β 2 + c X + bm + e 2 (3) For the above equations, β (beta) is the intercepts (which are ignored), the e represent the model fit errors (which are also largely ignored) while a, b, c and c are the regression coefficients show the strength of the relationship between the three types of variables. Evidence for mediation is said to be likely if: a. The term a in equation 1 is significant; there is evidence of a linear relationship between the independent variable (X) and the mediator (M) b. The regression coefficient c in equation 2 is significant; there is a linear relationship between the independent variable (X) and the dependent variable (Y) c. The term b in equation 3 is significant, indicating that the mediator (M) helps predict the dependent variable (Y), and; d. The c, effect of the independent variable (X) directly on the dependent variable (Y), becomes significantly smaller in size relative to c in equation 2. Based on the hypotesis developed that is there is a significant mediating effect of supply chain practice on relationship between supply chain strategy, and supply chain performance. Table 5, 6 and 7 present the results. Table 5: Test result of the influence of independent variables (X) on the mediating variables (M) Step 1 M: Supply-Chain Practices Unstandardized Coefficients Standardized Coefficients Β SE B B X: Supply-Chain Strategy R².680 Adjusted R F Significant F Change.000 The unstandardized regression coefficient (β =.795) associated with the effect of supply chain practices on supply chain strategy was significant (p < 0.01). Thus, there was an evidence of a linear relationship between supply chain strategy (independent variable) and supply chain practices (mediator variable). Hence the requirement for mediation in step 1 was fulfilled. t Sig.

6 222 A.A. Othman, R.Z. Yusoff, M.A. Ismail, and R. Husin Supply-Chain Strategy and Performance... Table 6: Test result of the influence of independent variables (X) on the dependent variable (Y) Step 2 Y: Supply-Chain Performance Unstandardized Coefficients Standardized Coefficients Β SE B B X: Supply-Chain Strategy R².461 Adjusted R F Significant F Change.000 The unstandardized regression coefficient (β =.644) associated with the effect of supply chain strategy on supply chain performance was significant (p<0.01). Thus, there was an evidence of linear relationship between supply chain strategy (independent variable) and supply chain performance (dependent variable). Hence, the requirement for mediation in step 2 was fulfilled. Table 7: Test the influence of both independent and mediating variables on the dependent variables simultaneously Step 3 Y: Supply-Chain Performance Unstandardized Coefficients Standardized Coefficients Β SE B B X: Supply-Chain Strategy M: Supply-Chain Practices R².578 Adjusted R F Significant F Change.000 The unstandardized regression coefficient (β =.594) associated with the effect of supply chain practices on supply chain performance was significant (p<0.01). Thus, there was an evidence of a linear relationship between supply chain practices (mediator variable) and supply chain performance (dependent variable). Hence, the requirement for mediation in step 3 was fulfilled. Step 4 required the beta value for supply chain strategy (independent variable) in step 3 (equation 3) to become significantly smaller in size relative to beta value for supply chain strategy (independent variable) in step 2 (equation 2). Hence the requirement for step 4 also held. Since, supply chain strategy (independent variables) in step 3 has no significant relationship (p = > 0.05) on the supply chain performance (dependent variable) when the supply chain practices (mediator) was controlled, then there is evidence that the effect of full mediation of supply chain practices on the relationship between the supply chain strategy and supply chain performance. Summary of the regression test results can be shown in table 8 below. Table 8: Summary of the result before and after mediation t t Sig. Sig. Dependent Variables: Supply Chain Performance Before Mediation After Mediation Supply-Chain Strategy 0.679** Supply-Chain Practices 0.605** Conclusion (full mediation) 5. Conclusions This section discusses the results of the hypothesis tested. It was found support for a significant mediating effect of supply chain practice on relationship between supply chain strategy and supply chain performance. This result shows that supply chain strategy had no direct relationship with supply chain performance, but was full mediated by supply chain practices. More specifically, full mediation of supply chain practices have contributed

7 A.A. Othman, R.Z. Yusoff, M.A. Ismail, and R. Husin Supply-Chain Strategy and Performance to the increasing influence of supply chain strategy on the supply chain performance from 46.1% to 57.8%.It was in line with the study by Groote (1994), Fisher (1997), Randall and Ulrich (2001) that found generally profit in the supply chain investments will only be available if there are alignment between supply chain strategy with form of practices. This finding has empirically proved the needs of alignment the strategy with practices in order to improve the supply chain performance. The management should understand and emphasis the important for practice supply chain activities align with the strategy developed before. References [1] Agrawal, M.K. & Pak, M.H. (2001). Getting smart about supply chain management. McKinsey Quarterly, Vol. 2, pp [2] Baron, Reuben M. and David A. Kenny (1986), Moderator-Mediator Variables Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations, Journal of Personality and Social Psychology, 51 (6), [3] Christopher, M. (1998), Logistics and Supply-Chain Management: Strategies for Reducing Cost and Improving Service, Prentice-Hall, London. [4] Christopher, M. & Towill, D. R. (2000). Supply chain migration from lean and functional to agile and customized. Supply Chain Management. An International Journal,5 (4), [5] Council of Supply Chain Management Professionals, [6] Cooper, M. C., Lambert, D. M., and Pagh, J. D. (1997), Supply Chain Management: More Than a New Name for Logistics. The International Journal of Logistics Management, 8(1), pp [7] De Groote, X. (1994), The flexibility of production processes: a general framework, Management Science, Vol. 40 No. 7, pp [8] Fisher, M.L. (1997). What Is the Right Supply Chain for Your Product? Harvard Business Review, 75 (2), [9] Finch BJ (2006), Operations Now: Profitability, Processes, Performance, McGraw-Hill/ Irwin, Miami, United States. [10] Gunasekaran, A., Patel, C., and Tirtiroglu, E. (2001), Performance Measures and Metrics in a Supply Chain Environment, International Journal of Operations and Production Management, 21(1/2), pp [11] Gunasekaran, A., Lai, K., & Cheng, E. (2008). Responsive supply chain: A competitive strategy in a networked economy. Omega, 36 (4), pp [12] Huang, S.H., Uppal, M., & Shi, J. (2002). A product driven approach to manufacturing supply chain selection. Supply Chain Management: An International Journal, 7 (2), pp [13] Holmberg, S. (2000). A systems perspective on supply chain measurements. International Journal of Physical Distribution and Logistics Management, 30 (10), pp [14] Li, S., Ragu-Nathan, B., Ragu-Nathan, T. S., and Rao, S. Subba (2006), The Impact of Supply Chain Management Practices on Competitive Advantage and Organizational Performance, Omega, 34(2), pp [15] Mentzer, J. T. (2001), Supply Chain Management, Sage, Thousand Oaks, CA [16] New, S. J. and Payne, P. (1995), Research Framework in Logistics: Three Models, Seven Dinners and a Survey, International Journal of Physical Distribution and Logistics Management, 25(10), pp [17] Naylor, B. J., Naim, M. M. & Berry, D. (1999). Leagility: Integrating the lean & agile manufacturing paradigms in the total supply chain. International Journal of Production Economics, 62 (1-2), pp [18] Norani N et al (2011). Manufacturing Implementation in Malaysian Automotive Industry: An Exploratory Study. Operations & Supply Chain Management 4 (1) pp [19] Rajagopal, Premkumar (2006) Determinants Of Effective Supply Chain Partnering In The Context Of Electrical And Electronics Firms In Malaysia. PhD thesis, Universiti Sains Malaysia [20] Randall, Taylor and Ulrich, Karl (2001). Product Variety, Supply Chain Structure, and Firm Performance: Analysis of the U.S. Bicycle Industry. Management Science 47 (12): [21] Sekaran, U. (2005). Research Methods for Business: A skill-building approach (4th ed.). NY: John Wiley & Sons. [22] Simchi-Levi, D., Kaminsky, P., and Simchi-Levi, E. (2000), Designing and Managing the Supply Chain, 1st Ed., Irwin McGraw-Hill, New York, NY. [23] Sufian M. Qrunfleh, (2010), Alignment of Information Systems with Supply Chains: Impacts on Supply Chain Performance and Organizational Performance. PhD thesis, University of Toledo [24] Thi, Lip Sam and Ang, Chooi Leng (2006). Adoption of electronic commerce amongst small and medium enterprises. In: Proceedings of Knowledge Management International Conference & Exhibition (KMICE). Universiti Utara Malaysia, Sintok, pp [25] Towill, D., & Christopher, M. (2002). The supply chain strategy conundrum: To be lean or agile or to be lean & agile? International Journal of Logistics: Research & Applications, 5 (3), pp

8 224 A.A. Othman, R.Z. Yusoff, M.A. Ismail, and R. Husin Supply-Chain Strategy and Performance... [26] Vonderembse, M. A., Uppal, M., Huang, S. H., & Dismukes, J. P. (2006). Designing supply chains: Towards theory development. International Journal of Production Economics, 100 (2), pp [27] Wang, G., Huang, S. H., & Dismukes, J. P. (2004). Product-driven supply chain selection using integrated multicriteria decision-making methodology. International Journal of Production Economics, 91 (1), pp Cite this paper Othman, A.A., Yusoff, R.Z., Ismail, M.A., and Husin, R. (2012). Supply-Chain Strategy and Performance: Mediating Effect of Supply-Chain Practices, Proceedings of The 3 rd International Conference on Technology and Operations Management: Sustaining Competitiveness through Green Technology Management, Bandung Indonesia (July 4-6), pp ISBN:

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