Evaluation of accordance between organization strategy with marketing strategy in top ranking company of Iran food industry

Subject Areas : Futurology

Nasser Poursadegh ¹ (عضو هیات علمی دانشگاه دفاع ملی)
S. Yalda Sekhavati ² (کارشناس ارشد مدیریت اجرایی)

Received: 2012-07-02 Accepted : 2012-11-15 Published : 2013-04-21

Keywords: Alignment, organizational strategy, Marketing strategy, Food industry Firms,

Abstract :

Strategic accordance is defined as proper and timely implementation of informationtechnology in accordance with business strategies, points and needs.Review of literature shows a positive interaction between competitive strategies, informationtechnology and proper function of the organization. Managers, who succeeded to integrate thesestrategies, emphasize on the vital role of this integration.This study examines the effect of congruity between organizational and marketing strategies,based on miles –snow classification (defensive, analytical and prospective strategies). After thisclassification, ideal profiles for each of these strategies are proposed. 10 top ranking companiesin the field of food industry comprise the study population, which were analyzed via 60questionnaires.Two main questionnaires including 15 and 18 questions were designated to test theories insurveillance section. Cronbach's alpha co efficient for reliability of result was 0.786. Piersontest was used to evaluate factors involving data process. Finally relationship between strategicaccordance and proper function of the organization was evaluated.