Abstract
This study examines how market orientation is associated with strategic performance in globally operating firms through the sequential mediating roles of innovation and supply chain resilience. Drawing on the Resource-Based View and Dynamic Capabilities Theory, the research proposes a capability-sequencing framework in which market orientation reflects a sensing capability, innovation represents a seizing capability, and supply chain resilience embodies a reconfiguring capability that stabilizes value creation under environmental disruption. Using cross-sectional survey data from 356 manufacturing and service firms engaged in international activities, partial least squares structural equation modeling was employed to test the hypothesized relationships. The results indicate that innovation and supply chain resilience function as significant sequential mediating mechanisms statistically linked to the relationship between market orientation and strategic performance, explaining substantial variance in organizational outcomes. By integrating marketing, innovation, and supply chain resilience within a unified dynamic-capabilities process, the study advances theory beyond single-mediator models and offers a process-oriented explanation of competitiveness in volatile global environments. Managerially, the findings suggest that firms aligning market intelligence generation with innovation development and resilience-building practices tend to report more stable long-term performance. Given the cross-sectional design and perceptual performance measures, conclusions are interpreted as associational, and future research using longitudinal and multi-source data is recommended.
Keywords
market orientation, innovation, supply chain resilience, strategic performance, global competitiveness, dynamic capabilities, resource-based view
ORCID Identifiers
Meisam Karami: https://orcid.org/0009-0000-2874-208X
DOI
10.5038/2640-6489.11.2.1367
Recommended Citation
Karami, M. (2026). Market orientation and strategic performance in global firms: A sequential mediation model of innovation and supply chain resilience. Journal of Global Business Insights, 11(2), 126-142. https://www.doi.org/10.5038/2640-6489.11.2.1367
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
