Supply chain improvement often results in better economic value; therefore, important insights to improve the supply chain performance (SCP) in fishing industry of Indonesia are investigated. Fishing industry of Indonesia has important role to create employment opportunities and has important role in economic development. However, supply chain issues in this industry are more threatening towards the performance of this industry. Low performance of this industry has adverse consequences on economic development. The current study attempted to address the problem through service innovation and market intelligence. Hence, objective of this study is to investigate the effect of service innovation on SCP. The role of market intelligence is also examined. After collecting the data from managerial employees of fishing companies, it was analysed through structural equation modelling which revealed that service innovation and market intelligence has crucial role to boost SCP. Better service quality and market intelligence mechanism improves the performance of fishery companies. Thus, these companies should focus on service innovation and market intelligence.
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