746 KB0 KB202120262026Karami, Meisamletnik:17številka:issue 1str. 1-19DOI:10.2478/jlst-2026-0001ISSN:2784-7497COBISSID_HOST:287627779URN:URN:NBN:SI:doc-3VQ1QFFUenDe Gruyter PolandFakulteta za logistikoLogistics, supply chain, sustainability and global challengesdigital readinessdigitalna pripravljenostmarket orientationsupply chains efficiencysustainabilitytrajnosttržna usmerjenostučinkovitost dobavnih verigDigital readiness and market orientation as drivers of sustainable supply chain performance: a dynamic capability perspective|This study examines how market orientation contributes to sustainable supply chain performance through process improvement and supply chain efficiency, and whether digital readiness strengthens these relationships. Drawing on the Resource-Based View and Dynamic Capabilities Theory, the study conceptualizes sustainability as a dynamic capability that connects operational efficiency with long-term strategic performance. A cross-sectional survey was conducted among manufacturing firms operating in an emerging economy, and the proposed relationships were tested using structural equation modeling. The findings indicate that market orientation enhances strategic performance primarily through a sequential capabil ity chain involving process improvement and supply chain efficiency. Sustainability plays a mediating role by transforming efficiency gains into enduring competitive outcomes. In addition, digital readiness strengthens the impact of process improvement on supply chain efficiency, highlighting the importance of technological preparedness in capability transformation. This research contributes to supply chain management literature by integrating digital readiness and sustainability within a unified capability-based framework and offers practical insights for managers seeking to align digital transformation initiatives with sustainable performance objectivesTa študija preučuje, kako tržna usmerjenost prispeva k trajnostni uspešnosti oskrbovalne verige prek izboljšanja procesov in učinkovitosti oskrbovalne verige ter ali digitalna pripravljenost krepi te odnose. Na podlagi teorije virov in dinamičnih zmogljivosti študija pojmuje trajnost kot dinamično zmogljivost, ki povezuje operativno učinkovitost z dolgoročno strateško uspešnostjo. Med proizvodnimi podjetji, ki delujejo v nastajajočem gospodarstvu, je bila izvedena presečna raziskava, predlagane odnose pa so preverili s pomočjo strukturne enačbe. Rezultati kažejo, da tržna usmerjenost izboljšuje strateško uspešnost predvsem prek zaporedne verige sposobnosti, ki vključuje izboljšanje procesov in učinkovitost oskrbovalne verige. Trajnost ima posredniško vlogo, saj učinkovitost pretvarja v trajne konkurenčne rezultate. Poleg tega digitalna pripravljenost krepi vpliv izboljšanja procesov na učinkovitost oskrbovalne verige, kar poudarja pomen tehnološke pripravljenosti pri preoblikovanju zmogljivosti. Ta raziskava prispeva k literaturi o upravljanju oskrbovalne verige z vključitvijo digitalne pripravljenosti in trajnosti v enoten okvir, ki temelji na zmogljivostih ter ponuja praktične vpoglede za upravljavce, ki želijo uskladiti pobude za digitalno preoblikovanje s cilji trajnostne uspešnostiTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaUniverza v Mariboru, Fakulteta za logistiko