Abstract: “Paper and board industry has long supply chain. Material comes from different steps for production and delivers to end customers. Process starts from forest where trees cut down and sent for further processing. Lead time is long from first step to end. In the entire process, many parties involve like suppliers, organization management and at the customers. A lot of collaboration and information’s sharing is done for the availability of raw material for production. Objective of this study is to measure the effect of supply chain practices (customer relationship management, strategic supplier relationship, supply chain collaboration,) on supply chain performance considering trust and organizational culture as mediating variables. This study purpose that companies should investment in supply chain development instead of considering it as cost. If supply chain practices improve then trust and organizational culture will help in continuous improvement of supply chain performance. Companie”

Keywords: Strategic Supplier Relationship, Supply Chain Collaboration, Customer Relationship Management, supply chain performance, trust, organizational culture.