Paper Information

Journal:   IRANIAN JOURNAL OF WOOD AND PAPER SCIENCE RESEARCH   fall 2016 , Volume 31 , Number 3 (56) #a00486; Page(s) 522 To 540.
 
Paper: 

Study therelationship of aligning marketing strategies and organizational performance with the mediator role of supply chain performance. Case study: office furniture production industrial corporations in Tehran

 
 
Author(s):  HOSSEINI A.*, TABIBI M., HOSSEINI S.A.
 
* Faculty Member of University of Mazandaran, Babolsar, Iran
 
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 aroundTehran, such as Chahardangeh, Khavaran and Parand. At last, 206 samples were collected. This is, based on purpose, of 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 as 7. 45 at 95% confidence level and also the effect of the value of supply chain on organizational performance was gained at 4. 19 at the same confidence level. Both indicated the relationships in hypotheses were significant. 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. "
 
Keyword(s): Marketing strategy alignment,supply chain performance,organizational performance,office furniture companies,structural equation modeling
 
References: 
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