Data of the impact of Aligning Business, IT, and Marketing Strategies on Firm Performance

Abdulrahman Al-Surmi, Guangming Cao, Yanqing Duan

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)
36 Downloads (Pure)


The data presented in this article are related to the research article entitled “The Impact of Aligning Business, IT, and Marketing Strategies on Firm Performance” [1]. In order to succeed in today's competitive business environment, a firm should have a clear business strategy that is supported by other organizational strategies. While prior studies argue that strategic alignment enhances firm performance, either strategic alignment including multiple factors or strategic orientation of firms has received little attention. This study, drawing on contingency theory and configuration theory, investigates the performance impact of triadic strategic alignment among business, IT, and marketing strategies while simultaneously considers strategic orientation of firms. A research model is tested through SEM and MANOVA using data collected in a questionnaire survey of 242 Yemen managers. The findings indicate that (1) triadic strategic alignment has a positive impact on firm performance and (2) there is an ideal triadic strategic alignment for prospectors and defenders. This research contributes to strategic alignment literature and managers' understanding of how to align business, IT and marketing strategies to improve firm performance.

Original languageEnglish
Article number104656
Number of pages6
JournalData in Brief
Early online date15 Oct 2019
Publication statusPublished - 1 Dec 2019
Externally publishedYes

Bibliographical note

© 2019 Published by Elsevier Inc. This is an open access article
under the CC BY-NC-ND license (


  • Firm performance
  • Quantitative analysis
  • Questionnaire survey
  • Strategic alignment

ASJC Scopus subject areas

  • General


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