Effect of Integrated Supply Chain Practices on the Performance of Fast-Moving Consumer Goods Firms in Kenya: A Case Study of Unga Limited

The most successful manufacturers have strategically linked their internal processes to external suppliers and customers in unique supply chains. Manufacturers now recognize the potential of chain integration improve performance but lack deep understanding achieve strategic importance is a major challenge managers making it hard be implemented with confusing partnerships collaborations business partners. Studies on integrated its impact an organization’s overall are still unsettled area has not been extensively examined. To bridge this research gap, study examined effect practices Fast-Moving Consumer Goods firms Kenya. was guided by following objectives: establish customer fast-moving consumer goods Kenya, determine Kenya examine supplier anchored theories: transaction cost economies theory, contingency resource-based view theory. adopted descriptive design, target population 261 employees from 8 departments. sample size 158 respondents who were selected through stratified simple random sampling technique. used questionnaires collect primary data. Data analysis done using SPSS software v.25. A multivariate regression model relative each variable correlation carried out find relationships between variables under study. concluded that had positive significant at Unga limited. recommended FMCG enhance utilization organizational performance. Further, recommends as policy tools for coordination, production planning scheduling, order management, demand will