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From a systems perspective, this research focuses on MO and its direct relationships with JIT, TQM, and agile manufacturing (AM) and subsequent impact on operational and logistics performance (LP).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>Data were collected from 104 manufacturing managers, supervisors, and quality professionals and analyzed using a path analysis methodology.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>MO directly and positively impacts JIT, TQM, and AM. JIT positively and directly impacts TQM which in turn positively and directly impacts AM. AM positively and directly impacts both organizational and LP.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>Although the sample size is large enough to support path analysis, it is not of sufficient size to support structural equation modeling. This limitation precludes assessing the model as a whole. Direct and indirect effects are assessed, however.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>Practitioners are provided with a framework for assessing the synergistic impact of combining a MO with operations improvement programs on organizational and LP.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>A systems approach to assessing the impact of a combination of marketing and operations strategies is developed and tested.<\/jats:p><\/jats:sec>","DOI":"10.1108\/02635571011044704","type":"journal-article","created":{"date-parts":[[2014,11,4]],"date-time":"2014-11-04T07:11:09Z","timestamp":1415085069000},"page":"637-658","source":"Crossref","is-referenced-by-count":86,"title":["Relationships among market orientation, JIT, TQM, and agility"],"prefix":"10.1108","volume":"110","author":[{"given":"Pamela J.","family":"Zelbst","sequence":"first","affiliation":[]},{"suffix":"Jr","given":"Kenneth W.","family":"Green","sequence":"additional","affiliation":[]},{"given":"Roger D.","family":"Abshire","sequence":"additional","affiliation":[]},{"given":"Victor E.","family":"Sower","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022021820105959300_b1","doi-asserted-by":"crossref","unstructured":"Ahire, S.L., Golhar, D.Y. and Waller, M.A. (1996), \u201cDevelopment and validation of TQM implementation constructs\u201d, Decision Sciences, Vol. 27 No. 1, pp. 23\u201056.","DOI":"10.1111\/j.1540-5915.1996.tb00842.x"},{"key":"key2022021820105959300_b2","doi-asserted-by":"crossref","unstructured":"Baker, P. 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