• Mahrooj Safdar
  • Dr. Sohaib Zaman
Keywords: Digital Supply Chain, Supply Chain Agility


The proposed research follows deductive approach, interpretivist philosophy and Causal or Explanatory research strategy. The study is exploring the perception of supply chain professionals regarding digitalization in supply chain and also exploring the real digital practices followed by the FMCG industry. For this purpose the researchers had collected data through filling questionnaires from respondents having knowledge of supply chain strategies and digital implementations on supply chain processes in Karachi. Questionnaires were filled through google forms with the help of friends and family to get most of the authentic data with questionnaire containing close[1]ended questions based on research objectives and research questions. Also it was make sure that respondents were have better understanding of digitalisation in supply chain and knowledge based on personal experience, past research articles, websites and research journals. The finding of the study suggest that the concept of digitalization among the supply chain professionals is vague and they do not consider the implementation of digital technology in supply chain to be effective and essential. The study identifies a need of creating awareness among the supply chain professionals regarding the advantages they can gain by the implementation of technology in supply chain and also there is a need to train the operational staff to accept change which is beneficial for them.

Author Biographies

Mahrooj Safdar

Mahrooj Safdar is an MBA (Supply Chain Management), Karachi University Business School, University of Karachi.

Dr. Sohaib Zaman

Dr. Sohaib-Uz-Zaman is Assistant Professor, Karachi University Business School (KUBS) University of Karachi.


Afshan, G., Shahid, S. and Tunio, M.N. (2021), “Learning experiences of women entrepreneurs amidst COVID-19”, International Journal of Gender and Entrepreneurship, 13(2), pp. 162-186. https://doi. org/10.1108/IJGE-09-2020-0153.

Bakker, E., Zheng, J., Knight, L., & Harland, C. (2008). Putting E-Commerce Adoption in A Supply Chain Context. International Journal of Operations & Production Management. 28, 313-330.

Buyukozkan, G., & Gocer, F. (2018). Digital supply chain: literature review and a proposed framework for future research. Computers in Industry, 157-177.

Carter, C., & Liane, E. (2011). Sustainable supply chain management: evolution and future directions. International Journal of Physical Distribution & Logistics Management, 41(1), 46-62.

Chaudhry, I. S., Paquibut, R. Y., & Tunio, M. N. (2021). Do workforce diversity, inclusion practices, & organizational characteristics contribute to organizational innovation? Evidence from the UAE. Cogent Business & Management, 8(1), 1947549.

Gilal, F. G., Gilal, N. G., Channa, N. A., Gilal, R. G., Gilal, R. G., & Tunio, M. N. (2020). Towards an integrated model for the transference of environmental responsibility. Business Strategy and the Environment, 29(6), 2614-2623.

Gilal, F. G., Gilal, N. G., Gilal, R. G., Gon, Z., Gilal, W. G., & Tunio, M. N. (2021)2. The Ties That Bind: Do Brand Attachment and Brand Passion Translate into Consumer Purchase Intention? Central European Management Journal, 29(1), 14-38.

Haddud, A., & Khare, A. (2018). The Impact of Digitizing Supply Chains on Lean Operations. In Marktorientiertes Produkt-und Produktions Management in Digitalen Umwelten, 27-46.

Hazen, B., Boone, C., Ezell, J., & Farmer, L. (2014). International Journal Production Economics, 72-80.

Hoberg, G., & Phillips, G. (2016). Text-based network industries and endogenous product differentiation. Journal of Political Economy, 124(5), 1423-1465.

Iddris, F. (2018). Digital Supply Chain: Survey of the Literature. International Journal of Business Research and Management, 9(1), 47-61.

Ivanov, D., Dolgui, A., & Sokolov, B. (2018). The impact of digital technology and Industry 4.0 on the ripple effect and supply chain risk analytics. International Journal of Production Research, 1-18.

Javed, A., & Hussain, A. (2018). Hotel Industry and Environmental Laws: A Case Study of Selected Restaurants in Islamabad. Pakistan Institute of Development Economics.

Kache, F., & Seuring, S. (2017). Challenges and opportunities of digital information at the intersection of Big Data Analytics and supply chain management. International Journal of Operations & Production Management, 37(1), 10-36.

Katper, N. K., Tunio, M. N., Hussain, N., Junejo, A., & Gilal, F. G. COVID-19 Crises: Global Economic Shocks vs Pakistan Economic Shocks (2020). Advances in Science, Technology and Engineering Systems Journal, 5(4), 645-654.

Memon, A.B., Meyer, K. and Tunio, M.N. (2021), “Toward collaborative networking among innovation laboratories: a conceptual framework”, International Journal of Innovation Science, Vol. ahead-of-print No. ahead-of-print. 2021-0069.

Pundir, A., Devpriya, J., Chakraborty, M., & Ganpathy, L. (2019). Technology Integration for Improved Performance: A Case Study in Digitization of Supply Chain with Integration of Internet of Things and Blockchain Technology. In 2019 IEEE 9th Annual Computing and Communication Workshop and Conference, 170-176.

Qi, Y., Huo, B., Wang, Z., & Yeung, H. (2017). The impact of operations and supply chain strategies on integration and performance. International Journal of Production Economics, 185, 62-174.

Rogetzer, P., Nowak, T., Jammernegg, W., & Wakolbinger, T. (2019). Impact of Digitalization on Sustainable Supply Chains. In Chancen und Grenzen der Nachhaltigkeitstransformation, 131-144.

Shaikh, E., Tunio, M. N., & Qureshi, F. (2021). Finance and women’s entrepreneurship in DETEs: A literature review. Entrepreneurial Finance, Innovation and Development, 191-209.

Tunio, M. N. (2020)1. Academic entrepreneurship in developing countries: contextualizing recent debate. Research Handbook on Entrepreneurship in Emerging Economies.

Tunio, M. N. (2020)2. Role of ICT in promoting entrepreneurial ecosystems in Pakistan. Journal of Business Ecosystems (JBE), 1(2), 1-21.

Tunio, M. N., Chaudhry, I. S., Shaikh, S., Jariko, M. A., & Brahmi, M. (2021)1. Determinants of the Sustainable Entrepreneurial Engagement of Youth in Developing Country–An Empirical Evidence from Pakistan. Sustainability, 13(14), 7764.

Tunio, M. N., Jariko, M. A., Børsen, T., Shaikh, S., Mushtaque, T., & Brahmi, M. (2021)2. How Entrepreneurship Sustains Barriers in the Entrepreneurial Process–A Lesson from a Developing Nation. Sustainability, 13(20), 11419.

Tunio, M. N., Rashdi, P. I. S., & Abro, Q. M. M. (2014). Evaluation of ICT education in private secondary schools: A case study of Hyderabad, Sindh. Mehran University Research Journal of Engineering & Technology, 33(1), 43-48.

Tunio, M. N., Shaikh, E., & Lighari, S. (2021)3. Multifaceted perils of the Covid-19 and implications: A Review. Studies of Applied Economics, 39(2).

Tunio, M. N., Soomro, A. A., & Bogenhold, D. (2017). The study of self-employment at SMEs level with reference to poverty in developing countries. Business and Management Research, 6(2), 33-39.

Tunio, M. N., Yusrini, L., & Shoukat, G. (2021)5. Corporate Social Responsibility (CSR) in Hotels in Austria, Pakistan, and Indonesia: Small and Medium Enterprise Spillover of COVID-19. In Handbook of Research on Entrepreneurship, Innovation, Sustainability, and ICTs in the Post-COVID-19 Era (pp. 263-280). IGI Global.

Tunio, M. N., Yusrini, L., Shah, Z. A., Katper, N., & Jariko, M. A. (2021)4. How Hotel Industry Cope up with the COVID-19: An SME Perspective. Etikonomi, 20(2), 213-224.

Wang, G., Gunasekaran, A., Ngai, E., & Papadopoulos, T. (2012). Big data analytics in logistics and supply chain management: certain investigations for research and applications. International Journal of Production Economics, 176, 98-110.

XiMei, L. I. U., ChangFeng, W. A. N. G., Rasheed, S., & Tunio, M. N. (2016). Shadow Price of the Oil Industry. International Journal of u-and e-Service, Science and Technology, 9(12), 281-290.

Zsidisin, G., & Henke, M. (2019). Research in Supply Chain Risk: Historical Roots and Future Perspectives. In Revisiting Supply Chain Risk, 1-12.
How to Cite
Safdar, M., & Zaman, D. (2021). INFLUENCE OF DIGITIZATION ON SUPPLY CHAIN PERFORMANCE IN THE FMCG SECTOR OF MANUFACTURING INDUSTRY. Journal of Business Strategies, 15(2), 83-98. Retrieved from