Study of Relationship of Aligning Marketing Strategies and Organizational Performance With the mediator role of Supply Chain Performance.Case study: Office Furniture Production Industrial Corporations in Tehran.

Hosseini, Aboalhassan; Tabibi, Mohammad Reza; Hosseini, Seaid Ali

doi:10.22092/ijwpr.2021.106286

Document Type : Research Paper

Authors

¹ Assistant Prof, Faculty Member of University of Mazandaran, Babolsar, Iran

² MSc., Business Administration, University of Mazandaran, Babolsar, Iran

https://doi.org/10.22092/ijwpr.2021.106286

Abstract

In this study, the effect of "aligning marketing strategy" on "supply chain performance" and "organizational performance" in office furniture companies was taken into account. The study population was firms where based in the industrial towns, Tehran, such as Chahardangeh, Khavaran and Parand. At last, 206 samples were collected. This is, based on purpose, an applied research, however, it is a descriptive survey in terms of data collection.
For analyzing of hypotheses and research questions, "structural equation modeling" was used. According to the results, the impact of aligning marketing strategies on the value of supply chain in office furniture firms was determined 7.45 at 95% confidence level and also the effect of the value of supply chain on organizational performance was gained 4.19 at the same confidence level. Both indicated the relationships in hypotheses were significant. From this research, it was concluded that aligning marketing strategies had improved organizational performance directly and increased the value of supply chain indirectly in active companies in the office furniture industry which helped to improve "organizational performance".

Keywords

Main Subjects

Management and Economics wood

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Iranian Journal of Wood and Paper Science Research

Study of Relationship of Aligning Marketing Strategies and Organizational Performance With the mediator role of Supply Chain Performance.Case study: Office Furniture Production Industrial Corporations in Tehran.

References

References

Volume 31, Fall 3 - Serial Number 56
September 2016
Pages 522-540

Study of Relationship of Aligning Marketing Strategies and Organizational Performance With the mediator role of Supply Chain Performance.Case study: Office Furniture Production Industrial Corporations in Tehran.

References

References

Volume 31, Fall 3 - Serial Number 56September 2016Pages 522-540

Volume 31, Fall 3 - Serial Number 56
September 2016
Pages 522-540