Thesis (Ph.D)-Cairo University, 2025.

Bibliography: pages 106-130.

This research focuses on home appliance companies in Egypt. The aim of the current research
is to examine the impact of product characteristics and organizational environmental uncertainty
on the relationship between supply chain strategy (SCs) and marketing performance on home
appliances in Egypt.
An online questionnaire was used to test a conceptual framework that was developed based on
the literature. To get deeper insights and a greater understanding of the research relationships, two
research designs were employed: the exploratory design relied on in-depth interviews, and the
conclusive (descriptive) design relied on multiple cross-sectional designs. The target population
was the home appliances industry in Egypt, which are 178 working companies. The researcher
used non-random sampling )judgmental sampling( to select managers and assistants from various
departments and businesses, ensuring a large, varied sample size in a fair timeframe. The study
received 195 questionnaire responses from 450 participants; 188 responses were included in the
data analysis after the invalid responses in the study's data had been eliminated.
AMOS (Analysis of Moment Structures) and SPSS (Statistical Package for the Social Sciences)
software packages were employed to conduct the quantitative analysis of the study. The analysis
involved validating research variables, confirmed factor analysis, and conducting descriptive
analysis of respondents' profiles and research variables. Normality and multicollinearity of
independent variables were tested before hypothesis testing, with correlation and SEM (structural
equation modeling) used for hypothesis testing.
Regarding the home appliances industry in Egypt, results showed that there is a positive
relationship between lean supply chain strategy (LSCs) and marketing performance, which was
fully supported, with significant results indicating both a strong correlation and impact. And there
is a positive relationship between agile SCs and marketing performance, but less pronounced effect
compared to lean SCs. Considering the moderating role of functional and innovative products in
the relationship between SCs (lean and agile SCs) and marketing performance, neither was
supported, as indicated by non-significant findings. In contrast, SEM supports moderation roles of
demand and supply uncertainty in the relationship between supply chain strategies and marketing
performance, enhancing understanding of organizational environmental uncertainties' impact on


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these strategies. Based on these results, a modified model was created by the researcher and
recommended it to be used in future research in different fields.
In several interconnected ways, the present study adds both conceptually and empirically to the
body of literature on recent supply chain management (SCM). Firstly, it contributes conceptually
to the ongoing discussion about how SCs and marketing performance are impacted by both product
characteristics (functional and innovative) and organizational environmental uncertainty (demand
and supply). Secondly, to the best of the researcher's knowledge, this is the first study to
empirically examine how product characteristics and organizational environmental uncertainty
impact the relationship between marketing performance and SCs in the home appliance industry
in Egypt. Thirdly, it is the first study in Egypt to create a model based on research findings to guide
planners and managers in the home appliance sector. Finally, the current study recommends a
clear, detailed action plan to the decision makers and policymakers that could improve the
marketing performance by improving a lean and agile supply chain and reduce the severity of both
demand and supply uncertainty for home appliance companies in Egypt.
Based on the analysis's findings, the current research also offers suggestions for current and
future research and for decision makers. Firstly, the recommendations propose that future research
should concentrate on the dependent variable of marketing performance by testing more
independent variables that may impact it. Also, find mediators that may affect the relationship
between independent and dependent variables. As well, the researcher suggested that to determine
potential differences in the results, the final modified framework should be tested in different
populations and samples. Furthermore, it is recommended that the same framework should be
tested in other developing countries and applied to research that compares developed and
developing countries. Finally, the researcher recommends a qualitative approach to future
research, incorporating interviews for more detailed data collection and gaining new insights into
new variables not included in the current framework.
Secondly, the researcher recommended a detailed action plan for decision makers in home
appliance companies in Egypt that will positively impact marketing performance. First, it was
suggested to develop a lean and agile supply chain, as its impact on marketing performance is
significant. Second, organizational environmental uncertainty, in particular supply and demand,
significantly impacts supply chain strategies and marketing performance. To mitigate this, a home
appliance company should prioritize dependable supply chains, efficient inventory management,
and increased production flexibility. Finally, to improve marketing performance through SCs,
several action plans are recommended: align marketing and supply chain objectives, enhance
supply chain efficiency, and integrate demand and supply planning.

يهدف هذا البحث إلى دراسة تأثير خصائص المنتج وعدم التأكد البيئي التنظيمي على العلاقة بين استراتيجية سلسلة الإمداد والأداء التسويقي في شركات الأجهزة المنزلية بجمهورية مصر العربية، والتي يبلغ عددها ١٧٨ شركة عاملة. تم استخدام استبانة إلكترونية لاختبار الإطار المفاهيمي الذي تم تطويره استنادًا إلى الأدبيات السابقة. ومن أجل الحصول على فهم أعمق ورؤى أوضح حول العلاقات البحثية، تم اعتماد تصميمين بحثيين؛ حيث اعتمد التصميم الاستكشافي ( البحث النوعى)على المقابلات المتعمقة، بينما استند التصميم التفسيرى الوصفي ( البحث الكمى) إلى تصميمات مقطعية متعددة.
استخدم الباحث أساليب أخذ العينات غير العشوائية، حيث تم اختيار المديرين والمساعدين من بعض الأقسام ذات الصلة بموضوع البحث في ٢٥ شركة، بما يضمن حجم عينة كبيرًا ومتنوعًا ضمن إطار زمني معقول. تلقت الدراسة ١٩٥ استبيانًا من أصل ٤٥٠ مستجيبًا، وتم تضمين ١٨٨ استبانة في تحليل البيانات بعد استبعاد الإجابات غير الصالحة.
لتحليل البيانات، تم استخدام برنامجي AMOS و SPSS، وشمل التحليل التحقق من صدق وثبات المتغيرات، والتحليل العاملي التوكيدي، والتحليل الوصفي، واختبار الافتراضات الإحصائية مثل التوزيع الطبيعي وتعدد الخطية. كما تم اختبار الفرضيات باستخدام تحليل الارتباط ونمذجة المعادلات الهيكلية.
فيما يتعلق بصناعة الأجهزة المنزلية في مصر، أظهرت النتائج وجود علاقة إيجابية قوية بين استراتيجية سلسلة الإمداد الرشيقة والأداء التسويقي. كما وُجدت علاقة إيجابية بين استراتيجية سلسلة الإمداد المرنة والأداء التسويقي، وإن كان تأثيرها أقل وضوحًا. ومع ذلك، لم يتم دعم دور المتغير المعدِّل الأول، وهو خصائص المنتج (الوظيفية والمبتكرة)، في العلاقة بين استراتيجيات سلسلة الإمداد (الرشيقة والمرنة) والأداء التسويقي. وعلى النقيض من ذلك، دعمت نمذجة المعادلات الهيكلية دور المتغير المعدِّل الثاني لعدم التأكد البيئي التنظيمي في جانبي الطلب والعرض في العلاقة بين استراتيجيات سلسلة الإمداد والأداء التسويقي، مما يعزز فهم تأثير عدم التأكد البيئيالتنظيمي. استنادًا إلى هذه النتائج، وضع الباحث نموذجًا معدلًا وأوصى باستخدامه في الأبحاث المستقبلية في مجالات متنوعة.

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Text in English and abstract in Arabic & English.