The Mediating Role of Value Co-creation on the Relationship between Structural supply Chain Orientation and Marketing Adaptiveness: A Structural Equitation Model

the success of the supply chain depends upon the ability to adjust theinterests of various stakeholders of the supply chain members, which is has become a necessity to maintain a competitive advantage in a dynamic environment. SCO affects not only the single firm performance within the supply chain but also the overall performance of the supply chain.Drawing on RBV this study seek to investigate the mediating effect of value co-creation on the relationship between Structural Supply chain orientation and marketing adaptiveness of industrial firms in sudan. the study collected a data from non probability sample of 180 manufacturing firms, This study applies structural equation modelling (SEM) method for data analysis using The result indicates. That both Cooperative Norms and value co-creation significantly contribute to the marketing adaptiveness , also credibility have significance effect on value co-creation . The finding also suggests that value co-creation partially mediates the relationship between structural supply chain orientation(credibility) and marketing adaptiveness. Moreover industrial firms can more adaptability in marketing by maintaining and developing cooperative norms and participating partners in the process of creating value Key Words: Supply chain orientation, Structural SCO, Value co-creation, marketing adaptivenes

The Effect of Organisational Citizenship Behavior on Cultural Diversity: A Case Study of Ophthalmological Hospital Friendship Algeria-Cuba

The increasing mobility of people around the world has led to an increasingly culturally diverse workforce, and there may be negative effects on certain cultural groups to achieve an organisational competitive advantage. In relation to this idea, this study shows the influence of both a shared vision and loyalty, teamwork, and nationality, gender, satisfaction, justice, and conflict tolerance on organisational citizenship behavior in light of cultural diversity. Testing whether these factors are related to the determination of organisational citizenship behavior through the binary response technique of multiple logistic regression, a random sample was selected from the general community of the Algerian-Cuban Friendship Hospital of Ophthalmology, and the number of its members was estimated to be 213 by answering a set of questions about the most influential factors in determining organisational citizenship behavior in the light of cultural diversity, the findings revealed a positive and meaningful relationship between shared vision, loyalty, teamwork, and nationality and organisational citizenship behavior In light of cultural diversity, these individuals often adapt to the new culture by changing their behaviors, values, and attitudes as well. Besides, there is no relationship between gender, satisfaction, justice, conflict tolerance and organisational citizenship behavior in light of cultural diversity. The current study suggests that the hospital management should formulate its values according to the employee's cultural citizenship values, and this should be done with the different dimensions of the employee's cultural citizenship values to reduce any conflict that arises due to differences in the value system, through training the employees continuously learn how to modify their behaviors depending on the cultural situations They face and strengthen organisational unity and cohesion. Organisational citizenship behaviors such as loyalty, shared vision, teamwork, job satisfaction, organisational justice, and tolerance of conflict can be linked to several competencies organisations use to select, train, and evaluate individuals In light of cultural diversity