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

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 of correlation type. The population of this study includes managers at various levels in the Entakhab industrial group in 2012 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 performances of supply chain with the organizational performance.

The effect of supply chain capabilities on performance of food companies.

“…According to the results obtained from the test of the research model, it was concluded that supply chain capabilities have a significant and positive impact on operational and financial performance of the companies in the food industry. This result is in line with the findings of Day et al [6], Yu et al [30], Neupane et al [35,36], Hassan et al [11], Chi and Gursoy [26], Mahboubi [27], Dalvi et al [28], and Hosseini and Sheikhi [14]. Likewise, operational performance had a positive impact on financial performance of the food companies.…”

“…Mahboubi [27] conducted a research to investigate knowledge management capabilities, functions of supply chain management, and performance. The population of the study consisted of senior executives of manufacturing firms in Rasht industrial city.…”