The impact of supplier integration on customer integration and new product performance: The mediating role of manufacturing flexibility under trust theory

The impact of supply chain integration on new product development has been very well studied in literature. However, little literature examines the relationship between supplier integration and customer integration when they influence new product performance. This study aims to explore the complicated relationships among supplier integration, customer integration and new product performance via the mediating roles of manufacturing flexibility and service capability under the trust theory. The research is based on the data from International Manufacturing Strategy Survey (IMSS). It is found that both supplier integration and customer integration had positive direct effects on new product performance. It is also found that supplier integration has a positive impact on customer integration through the mediating role of manufacturing flexibility. The study contributes to supply chain integration by exploring the complicated relationship between supplier integration and customer integration based on the trust theory. It bears implications for both practice and future research. •We examine the effects of supplier integration and customer integration on new product performance.•Both supplier integration and customer integration have positive direct effects on new product performance.•We examine the mediating role of manufacturing flexibility between supplier integration and customer integration.•Supplier integration has a positive impact on customer integration through the mediating role of manufacturing flexibility.