MODERATING IMPACT OF SUPPLY CHAIN VISIBILITY ON SUPPLY CHAIN RISK MANAGEMENT AND OPERATIONAL PERFORMANCE: THE ENABLING ROLE OF SUPPLY CHAIN IN FMCG INDUSTRY IN PAKISTAN

Abstract

In an increasingly volatile and complex business environment, Supply Chain Risk Management (SCRM) has emerged as a critical strategy for enhancing operational resilience and minimizing vulnerabilities. This study investigates the role of supply chain integration (internal, supplier, and customer integration) and supply chainvisibility(SCV) in strengthening risk management and improving operational performance. By integrating various risk mitigation strategies, such as supplier diversification, contingency planning, and advanced digital tools, organizations can reduce supply disruptions, financial uncertainties, and operational inefficiencies. Using quantitative research methods, this study evaluates the relationships between supply chain visibility, risk management, and operational performance in the Fast-Moving Consumer Goods (FMCG) sector in Pakistan. The findings confirm that higher levels of supply chain integration and visibility lead to improved risk assessment and mitigation, resulting in enhanced efficiency, flexibility, and responsiveness. Moreover, internal integration plays a  pivotal role in streamlining processes, fostering real-time communication, and enabling firms to adapt swiftly to market fluctuations. This research contributes to the growing body of knowledge on SCRM and supply chain visibility, offering practical implications for businesses aiming to strengthen their risk management capabilities and competitive advantage.