SUPPLY CHAIN INTEGRATION IN BROILER CONTRACT FARMING AND BUSINESS PERFORMANCE: KNOWLEDGE BASED VIEW PERSPECTIVE

Abstract

This concept paper aims to investigate the relationship between knowledge sharing practices within and between business partners as a framework for integration, and to examine the effect of these practices on business performance. Data will be collected from broiler contract industry in Malaysia. SPSS (Statistical Package of Social Sciences) will be used for data analysis. Three knowledge related constructs (internal knowledge integration, knowledge integration with growers, and knowledge integration with integrators) will be examined towards business performance. Further, these three variables collectively will explain relationship towards business performance. The relationships will be identified to support for the effectiveness of knowledge based collaboration. Managers can use this as a tool to conceptualize how their business can develop internal integration and collaborative relationships with their trading partners.