The Impact of Environmental Uncertainty on the Relationship Between Supply Chain Strategy and Marketing Performance in Home Appliances Companies in Egypt

Abstract

The research investigates the impact of environmental uncertainty on the relationship between Supply chain strategy and marketing performance in home appliance companies in Egypt. It tested a conceptual model in the field of study, specifically in Cairo, using an online questionnaire. Multiple cross-sectional designs were used, with 195 questionnaires from 450 respondents; 188 responses were incorporated into the data analysis. It used AMOS and SPSS for quantitative analysis, testing normality and multicollinearity of independent variables, and using correlation and SEM for hypothesis testing. As a result, the research reveals a positive correlation between lean supply chain strategy and marketing performance in the home appliances industry in Egypt, while agile supply chain strategy has a less significant effect. Environmental uncertainty also moderates this relationship. It, confined to the home appliance industry in Egypt, depends on cross-sectional data and questionnaires, limiting qualitative insights. Future research should adopt mixed methods and longitudinal studies.