The Role of Innovation, Customer Awareness and Flexibility in Sustainable Company Performance and Sustainable Supply Chain Management

In this research, which is applied in terms of purpose and descriptive survey method and structural equations, it tries to investigate the role of innovation, customer awareness and flexibility in the company's sustainable performance and sustainable supply chain management. The statistical population of this research consists of all managers of companies operating in the industrial town of Alborz province. Using Cochran's formula, 304 people were selected as the sample size by simple random sampling. The data collection tool was a questionnaire whose face validity was confirmed using the opinions of professors, senior managers and experts. Cronbach's alpha was used to calculate the reliability. The reliability of each criterion was higher than 0.7% and therefore the reliability of the questionnaire was confirmed. Descriptive statistics such as mean, standard deviation and frequency as well as inferential statistics such as correlation coefficient and structural equations have been used to analyze the collected data. The results of the study show that customer awareness, innovation and flexibility affect both independent variables, namely sustainable performance and sustainable supply chain management. It was also found that sustainable performance also has an impact on sustainable supply chain management.