Market Orientation and Supply Chain Innovation Relationship: Conceptual Framework Model

The current study is proposed a conceptual framework model to facilitate further empirical researches between market orientation and supply chain innovation. The current study establishesbased on previousscholar's studies regarding the relationship between marketing and supply chain management. The current study builda conceptual framework model including supply chain management strategy, supply chain innovation, trust, organizational learning, commitment and collaboration have mediating roles in the linkamid market orientation and supply chain innovation. This study develops a theory that market orientation developssupply chain management strategy, supply chain innovation, organizational learning, trust and commitment.