The Moderating Role of Ownership Type in the Relationship between Market Orientation and Supply Chain Integration in E-Business in China

Integrating supply chain processes in e-business in emerging and transitional economies has elicited considerable attention from practitioners and researchers. Based on the theory of market orientation and the institution-based perspective, this study investigates the effect of market orientation on supply chain integration (SCI) in e-business and examines the moderating role of ownership type in the relationships between market orientation and SCI in China. The results of a survey of 229 firms suggest that the dimensions of market orientation have different effects on the supply and the demand process integration in e-business. In addition, ownership type moderates the relationships between market orientation and SCI. Implications and suggestions for future research are also discussed.