The Impact of Marketing Strategy Alignment on Supply Chain Performance

Abstract

Aims: Considering competition concept changed from an inter-organizational concept to competition in Supply Chain level and made organizational competition concept to have competitive and survival ability in its activity area in current complicated environment by planning marketing strategies and aligning these strategies in Supply chain level. So, planning such strategies is very important. Place and Duration of Study:  In this research chemical industry in Zanjan province and in Iran are discussed for 2 months and questionnaires are used to collect the data. Methodology: In first part of this research, the subject importance and investigating theoretical background of this research is addressed and the relations between hypothesis and cohesion and coherence of model are investigated precisely. Because of limited scope of the research, total of the Population that includes managers and marketing experts and Supply chain of 80 companies are analyzed. Researchers used the Structural Equation Modeling to Investigate research Model, So LISEL Software is used to solve the Model. Also SPSS Software is used to analyze descriptive Statistics. Results: There the results are analyzed which are divided in to two descriptive and deductive sections. The results indicate that the two main hypotheses of this research and all in all the variables of model have positive and significant relationship with each other. At last, some recommendation for future research and results and applicable suggestions are presented. Conclusion: Considering insufficient studies and practical steps in this area, the results of this research are considered as a guideline for managers and experts to find their ways in marketing strategies and especially in chemical products industry.