Enhancing Organization’s Performance Through Collaborative Trust and Technology Adoption: Evidence from FMCG Firms in Pakistan.

Abstract

This study investigates the relationships among trust, technology, and supply chain collaboration, and examines their effects on firms’ operational performance. Based on the extant literature, a conceptual model was developed and empirically tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. Data were collected through a survey administered to supply chain managers employed in fast-moving consumer goods (FMCG) companies in Pakistan. The findings reveal that trust is cultivated over time through sustained interorganizational relationships and represents a valuable organizational capability that is difficult for competitors to replicate. Furthermore, the results demonstrate that both trust and technology exert significant positive effects on supply chain collaboration and operational performance. Despite these contributions, the study has certain limitations. First, the data were collected from a single national context, which may limit the generalizability of the findings to other countries and industries. Second, the cross-sectional research design captures respondents’ perceptions at a single point in time, thereby limiting the ability to infer causal relationships. Future research should adopt longitudinal designs or in-depth case studies to provide a more comprehensive understanding of the dynamic relationships among trust, technology, supply chain collaboration, and operational performance.

Keywords: Collaborative Trust, Technology, SC Collaboration, Performance, FMCG, Pakistan.