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The effect of market orientation on operational effectiveness : the case of pharmaceutical logistics and supply chain management in the Government Pharmaceutical Organization (GPO)

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2022-01-18 14:28:11

        A research that examines an overview of market focus, logistics, supply chain management and operational efficiency. It is developed a structural model of the relationship between market focus, logistics, supply chain management, and operational efficiency. The results showed that market focus has a significant positive influence on logistics, supply chain management and operational efficiency. Logistics has a positive influence on supply chain management and effectiveness, supply chain management has a positive influence on productivity. The theoretical structural model is consistent with the empirical data, including results from in-depth interviews. It also supports market focus, logistics, supply chain management and operational effectiveness were related to each other in accordance with the results of the quantitative study.

        The conclusions of this study show that market focus, logistics and supply chain management affects the effectiveness of the pharmaceutical organization. This will ultimately result in better efficiency of the organization's operations and most importantly, it helps to identify important issues for improvement within the organization. Therefore, management should focus more on these variables than they are, because all variables are beneficial to the organization and support competitive potential. Finally, in this research study will be a base for other researchers that can further examine the variables of market focus, logistics and supply chain management in other pharmaceutical industries.


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Title: The effect of market orientation on operational effectiveness : the case of pharmaceutical logistics and supply chain management in the Government Pharmaceutical Organization (GPO)

Creator: นิชธิมา ระย้าแก้ว

Classification: ว.พ 658.5072 น557ผ

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