The Impact of Triadic Strategic Alignment of Business Strategy, Information Technology Strategy, and Marketing Strategy on Organisational Performance

Abdulrahman Al-Surmi, Guangming Cao, Yanqing Duan

Research output: Chapter in Book/Report/Conference proceedingConference proceeding

Abstract

Strategic alignment is deemed crucial in understanding how organisational performance can be improved through supporting business strategy with other organisational strategies. Whilst previous alignment literature has provided foundations for identifying the dimensions and performance impacts of the strategic alignment, it is mainly based on dyadic relationships between, for example, business and IT, business and marketing, or IT and marketing, which could not include other vital variable to develop a more comprehensive understanding of strategic alignment and its impact on organisational performance. Based on a systematic literature review of prior research on strategic alignment and underpinned by the contingency perspective, this research develops a conceptual research model of triadic strategic alignment of business, IT, and marketing strategies and its impact on organisational performance. It posits that the alignment amongst business strategy (prospector, defender, and analyser), IT strategy (flexibility, efficiency, and comprehensiveness), and marketing strategy (customer-focused and competitor-focused) will result in superior organisational performance. Relevant hypotheses, together with indicator measurements, have been developed, which should provide future research directions and contribute to the better understanding of strategic alignment and its impact on organisational performance.
Original languageEnglish
Title of host publicationProceedings of the 28th British Academy of Management (BAM 2014)
PublisherBritish Academy of Management
Publication statusPublished - 11 Sep 2014
Event28th Annual Conference of The British Academy of Management - Belfast Waterfront, Belfast, United Kingdom
Duration: 9 Sep 201411 Sep 2014
Conference number: 28

Conference

Conference28th Annual Conference of The British Academy of Management
Abbreviated titleBAM 2014
CountryUnited Kingdom
CityBelfast
Period9/09/1411/09/14

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  • Cite this

    Al-Surmi, A., Cao, G., & Duan, Y. (2014). The Impact of Triadic Strategic Alignment of Business Strategy, Information Technology Strategy, and Marketing Strategy on Organisational Performance. In Proceedings of the 28th British Academy of Management (BAM 2014) British Academy of Management.