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

28 Citations (Scopus)
103 Downloads (Pure)


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
Pages (from-to)39-49
Number of pages11
JournalIndustrial Marketing Management
Early online date10 Apr 2019
Publication statusPublished - Jan 2020

Bibliographical note

NOTICE: this is the author’s version of a work that was accepted for publication in Industrial Marketing Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Industrial Marketing Management, 84 (2020)
DOI: 10.1016/j.indmarman.2019.04.002

© 2020, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International


  • Configuration theory
  • Contingency theory
  • Firm performance
  • Questionnaire survey
  • Strategic alignment
  • Strategic orientation

ASJC Scopus subject areas

  • Marketing


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