The Moderating Role of Supply Chain Impact on the Causal Relationship of Technology Commercialization Capabilities and Market Performance

Today, organizations do not compete, but with their supply chain competitors. In the conditions of competition between supply chains, it is necessary to have methods leading to the creation of value that supports the entire supply chain. The purpose of this research is to investigate the moderating role of the supply chain effect on the causal relationship between technology commercialization capabilities and market performance. The instrument used is a questionnaire. The statistical population includes managers and experts in research and development, quality, marketing, commercial, sales, production, training, human resources and information technology departments of ۱۱ large dairy companies in Tehran and Fars provinces. The sample size of this research was determined using Cochran's formula by random sampling with a known statistical population of ۳۰۶ people. SPSS and Smart PLS software and structural equation models were used for data analysis. The results indicate that the model matches the reality of Iran's dairy industry. The moderator of the supply chain impact affects and strengthens the causal relationship between technology commercialization capabilities and market performance. The use of this model in Iran's dairy industry improves the market performance of companies.

کلیدواژه ها:

Supply Chain Impact ، Technology Commercialization Capabilities ، Market Performance ، Moderating Role ، Supply Chain