Supply Chain Agility and Competitive Advantage: A Moderated Mediation Analysis of Lean Marketing

Abstract

This article brings to light the powerful connection between supply chain agility (SCA) and lean marketing as tools for gaining competitive advantage in this modern era of business. For organizations, achieving a competitive advantage is of the highest importance. Businesses use a variety of techniques to position themselves against their rivals as a result of rising competition. The study also looked at how SCA and firm competitiveness are moderated and mediated by lean marketing. In Ghana, information was gathered from 225 businesses via a questionnaire-based survey. Confirmatory factor analysis and structural equation modeling was used to analyze the data obtained. The study demonstrated that the relationship between SCA and competitive advantage is highly influenced by lean marketing. The findings highlighted that lean marketing partially mediates the connotation between SCA and competitive advantage, while the moderating variables revealed that lean marketing has a significant but unfavorable influence on this association. The main goal is to ensure that firms focus on effective use of SCA and lean marketing to achieve competitive advantage. Firms should continually adapt to the fast-changing business environment and search for creative ways to satisfy new market needs.