The Study of Marketing Strategies Alignment Effect on Supply Chain and Financial Performance

The purpose of this study was to investigate the effect of marketing strategy alignment on supply chain performance and financial performance. The research method was practical based on the purpose of the research and quantative according to the purpose and nature of the subject. The research population included all marketing managers in the small and medium-sized businesses of Arak industrial city in 2016 and its size was 112. The research tool is a closed questionnaire based on the study of books, articles and the results of interviews and the response has been designed based on the 5-point Likert scale. Sampling method was simple random sampling in this study. A frequency tables and charts have been used to analyze the demographic components of the statistical population of the study and structural equation modeling has been used with LISREL software to analyze and test the research hypotheses. The results of the study showed that the alignment of marketing strategies has a significant positive effect on supply chain performance and supply chain performance has a significant positive effect on financial performance. Also, supply chain performance has a significant positive effect on marketing performance, and marketing performance has a significant positive effect on financial performance.

Keywords:

Strategy , Marketing Strategies , Supply Chain Performance , Financial Performance