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Title

INVESTIGATING BUSINESS PERFORMANCE IN POWER ASYMMETRY CONSIDERING THE ROLE OF MARKETING AND PORTER STRATEGIES

Pages

 Start Page 153 | End Page 165

Abstract

 It is very obvious that power is a significant factor among different departments or parts of an organization. Because power asymmetry among different depts. and units in an organization will make the organization not to have an optimal performance, since optimal performance is the result of proper interaction among different organizational units. In this regard, in manufacturing companies the issue of power among marketing department and other parts of an organization is highly considered. Therefore, the objectives of this study is to identify the existence of power asymmetry among different sectors of manufacturing companies and investigating the effect of power asymmetry on BUSINESS PERFORMANCE in case of using PORTER STRATEGIES, and finally determining whether there is a positive relationship among the companies’ marketing department and BUSINESS PERFORMANCE. Required data for conducting such research was collected using questionnaire. The current research is an applied one in terms of objective. Furthermore, the research hypotheses were tested using variance analysis, Duncan test and Pearson correlation coefficient. The results indicated that there is power asymmetry among different departments of manufacturing companies and its effect will be augmented in case of using low cost strategy. The power of marketing department has a positive impact on BUSINESS PERFORMANCE.

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