Abstract

The rise in the quest for profit maximisation in the 21st century has left companies paying greater attention to supply chain issues. This paper sort to examine the effects of supply chain quality management practices from the marketing point of view in the brewery companies in Cameroon. The study made use of primary data collected using a five point likert scale questionnaire administered to 273 respondents selected following a convenience sampling technique from 42 entities making up the supply chains of the four leading brewery companies in Cameroon. The survey method was applied in the data collection process. The principal component analysis was used to select the principal constructs that explain up to 55.9% of the variances of supply chain quality management in the industry while the ordinary least squares technique was used to analyse the data. The study established that the supply chain quality management practices accounted for up to 51.3% of the variations in the marketing performance of the companies. Precisely speaking continuous improvement & innovation, supplier strategic partnership and customer relationship management were found to each have a significant effect at 1% level while top management commitment was found significant at 5% level. Based on these findings therefore, efforts to improve on the marketing performance of the brewery companies in Cameroon should focus on continuous improvement & innovation, strategic supplier partnership, customer relationship management and top management commitment in that order. If this is done it will improve on the marketing performance of the companies.