THE ROLE OF BUSINESS STRATEGIES ON FIRM QUALITY AND COMPETITIVENESS WITH THE MEDIATION OF LOGISTICS COORDINATION EFFECTIVENESS: A CASE OF MANUFACTURING SECTOR OF MALAYSIA

The current study examined firm quality and competitiveness using process, market and information strategy and logistics coordination effectiveness in manufacturing industry of Malaysia. The study used survey methodology and the respondents were gathered via convenience sampling. The data analysis was conducted using PLS-SEM. Furthermore, the outcome of study showed that information strategy was found insignificant towards firm quality and competitiveness. However, the information strategy was significantly affecting the logistics coordination effectiveness. Moreover, logistics coordination effectiveness was significantly affecting the firm quality and competitiveness. The market strategy was significantly affecting firm competitiveness. Additionally, market strategy was significantly affecting the logistics coordination effectiveness. Also, process strategy was not significantly affecting the firm competitiveness; however, process strategy was significantly affecting the logistics coordination effectiveness. Moreover, logistics coordination effectiveness was significantly mediating the relationship between all three strategies namely market strategy, process strategy and process strategy and firm competitiveness.