The Study of Effect Marketing Strategies Alignment on Supply Chain and Organizational Performance (Case: Entekhab Industrial Group)

Subject Areas : Jounal of Marketing Management

M. R. Dalvi Esfahani ¹ , H. Gorbani ² , M. Bagheri GalehSalimi ³

1 - استادیار، عضو هیات علمی تمام وقت دانشگاه آزاد اسلامی، واحد دهاقان، دهاقان، ایران
2 - استادیار، عضو هیات علمی تمام وقت دانشگاه آزاد اسلامی، واحد مبارکه، مبارکه، ایران
3 - دانش آموخته کارشناسی ارشد مدیریت بازرگانی، بازرگانی داخلی، دانشگاه آزاد اسلامی، واحد مبارکه، مبارکه، ایران

Received: 2014-06-29 Accepted : 2014-06-29 Published : 2014-06-22

Keywords: Supply Chain Management, Alignment, Marketing strategy, supply chain performance, Organizational Performance,

Abstract :

The purpose of this study is to evaluate the effect of marketing strategies alignment on supply chain and organizational performance in the Entekhab industrial group. The purpose of this study is functional practical and the nature and the method of it is descriptive – survey and is ofcorrelation type. The population of this study includes managers at various levels in the Entakhab industrial group in 1391 and statistical sample were 159 who were selected by simple random sampling. In this study, a questionnaire was used for data collection and statistical tests were used to analyze data and test hypotheses. To confirm the Justifiability of the questionnaire, comments and advice of supervisors and some management professors was used and management software SPSS was used to assess the reliability.and, Cronbach's alpha was 0.921. In this study, SPSS and AMOS software and path analysis were used for data analysis that the results indicate that there is a significant positive relationship between marketing strategies alignment with supply chain on the performance of supply chain, also there is a significant positive relationship between the performance of supply chain with the organizational performance.