ENHANCING FLEXIBLE MARKETING POSTPONEMENT STRATEGY AND CUSTOMER RELATED PERFORMANCE: THE ROLE OF NEW TECHNOLOGY AND INNOVATION

This paper examines the importance of incorporating new technology and innovation in supply chain management (SCM) processes in Malaysian companies. The study measures senior production or SCM managers’ perceptions regarding new technology and innovation in supply chain management processes and level of performances in their companies. The paper specifically investigates relationship between new technological and innovation in SCM, Marketing postponement flexibility and customer related performance (CRP) and these associations were analyzed through statistical methods such as Pearson’s correlation, cluster analysis and Structural Equation Modelling (SEM). The findings suggest that new technology and innovation in SCM processes, and its adoptions have significant correlations with Marketing postponement flexibility and customer related performance.