How do supply and demand uncertainties moderate the effects of supply chain orientation on export performance?

Purpose This study aims to examine how supply chain orientation affects export performance in the context of environmental uncertainty. Design/methodology/approach This study used a cross-sectional design. Structural equation modeling (SEM) was used to analyze data collected from 127 manufacturing firms in Vietnam. Findings The findings showed a positive relationship between supply chain orientation and export performance. This relationship is stronger in cases of high supply uncertainty but weaker under high demand uncertainty. Research limitations/implications This study suggests that future research could extend the Contingent-Resource-Based View by incorporating firm positions in global value chains as a contextual factor that shapes the relationship between supply chain orientation and export performance. Practical implications Firms can improve their export performance by aligning their supply chain orientation with the dimensions of environmental uncertainty. Social implications Policymakers can support export-oriented manufacturers by developing policies that enhance firms’ supply chain orientation. Originality/value This study contributes to the literature by being one of the first to empirically examine the moderating effects of supply and demand uncertainty on the relationship between supply chain orientation and export performance.