THE RELATIONSHIP BETWEEN SUPPLY CHAIN MANAGEMENT STRATEGY, MARKETING, LOGISTICS AND COMPANY PERFORMANCE FOR BREWERIES IN SERBIA

The objective of this research is to demonstrate the importance of supply chain management strategy, logistics and marketing to overall company performance. We considered supply chain management strategy based on universality and integration, i.e., their company performance will be increased with implementing this strategy in breweries in Serbia. The strategy based on the universality and integration includes three parts: universality and integration with customers, suppliers, and in intra-organizational processes and activities. In this paper, logistics performance called fundamental item for evaluating supply chain management strategy performance. All managers in breweries in Serbia are considered as subjects of this study. A number of 110 managers are selected as sample through random sampling method. The present study carried out through the use of questionnaire and SPSS software, correlation statistics test and multiple regressions have also been used for the data analysis. The results of correlation test showed that supply chain management strategy has significant relationship with the logistics performance and company performance and has the highest relationship and correlation with the logistics performance. Due to the observance to the multiple regression results, we found that performance of the breweries feel the highest effect from marketing performance and marketing performance also feels the highest effect from the logistics performance and consequently, implementation of supply chain management strategy is obtained So, it can be said that organizational performance is increased as a result of implementation of supply chain management strategy.