Abstract

Amazon’s global network illustrates technology-enabled, customer-centric and sustainability-oriented approaches that further organisational effectiveness. The current study used a non-experimental, cross-sectional survey design, and consisted of a sample of 350 individuals. We tested the proposed model using PLS-SEM. The results indicated that the deployment of technology has a direct effect on operational efficiency and supply chain management has a positive effect on customer satisfaction. Improved inventory management boosts operational performance, and sustainable methods ensure long-term competitiveness. The organisation grows with a favourable customer-centric approach. The model demonstrated good in-sample explanatory and predictive results, and proved the strategic advantage of integrated operational capabilities. It also points out the particular challenges of globalisation, like the variety of regulations, the requirement to adapt technology, the coordination of workforces and the growing pressures of competition. This paper contributes to the OM literature by offering a holistic framework to explain how multinational organisations can leverage digital transformation, data driven decision making and localised operation techniques to achieve improved firm performance and maintain competitive advantage