Data-driven culture and sustainable performance: the mediating role of supply chain integration

Digital transformation has increased the availability of data in operations and supply chain management, yet many organisations struggle to translate data into improved operational and sustainability outcomes. Drawing on the resource-based view, this study examines how a data-driven culture (DDC) influences supply chain integration and sustainable performance. Survey data were collected from 242 managers in large industrial firms in Jordan and analysed using partial least squares structural equation modelling (PLS-SEM). The results show that DDC significantly enhances both internal and external supply chain integration. Furthermore, external integration with suppliers and customers positively influences sustainable performance, while internal integration does not show a significant direct effect. These findings highlight the importance of combining data-driven decision-making with collaborative supply chain relationships to improve operational coordination, resource efficiency, and sustainability performance.