Examining the Factors Effecting Supply Chain Collaboration and Firm Performance with Moderating Role of Supply Chain Capability and Human Capital : An Empirical Overview of Pakistani FMCG Sector

The purpose of this research is to understand the link between trust, technology, and supply chain collaboration and their impact on firms’ operational performances. Design/methodology/approach Based on extant literature, a hypothesized model was developed and tested using structural equation modeling (i.e., Smart PLS). A survey was conducted to collect data from the supply chain managers of fast-moving consumer goods (FMCG) companies in Pakistan. Findings The study findings suggest that through an on-going relationship, trust evolves and is shaped over time and can form a competitive capability that may not be easy for competitors to replicate. Both trust and technology along with information sharing and process of supply chain process are found to have a significant impact on supply chain collaboration and firms’ operational performances. Furthermore, supply chain adsorbability and human capacity have also been found to be most affected as moderating variables. One of the major limitations of the study is that the data was obtained from one single economy, which restricts its generalizability across other economies. The study was a cross-sectional and descriptive sample of the FMCG industry at a given point in time. A more stringent test of the relationships between trust, technology, supply chain collaboration, and operational performance requires an in-depth case study or longitudinal study