• Data of the impact of aligning business, IT, and marketing strategies on firm performance

      Al-Surmi, Abdulrahman Mohamed; Cao, Guangming; Duan, Yanqing; University of Bedfordshire (Elsevier, 2019-10-15)
      The data presented in this article are related to the research article entitled “The Impact of Aligning Business, IT, and Marketing Strategies on Firm Performance” [https://www.sciencedirect.com/science/article/pii/S0019850118304449]. 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.
    • The impact of aligning business, IT, and marketing strategies on firm performance

      Al-Surmi, Abdulrahman Mohamed; Cao, Guangming; Duan, Yanqing; University of Bedfordshire (Elsevier Inc., 2019-04-10)
      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.
    • Strategic orientation, triadic strategic alignment and firm performance

      Al-Surmi, Abdulrahman Mohamed; Cao, Guangming; Duan, Yanqing (Pacific Asia Conference on Information Systems, 2016-12-31)
      To survive and success in the very competitive business environment, firms should have clear business strategy supported by appropriate IT and marketing strategies. While many prior studies argue that strategic alignment between for example business strategy and information technology (IT) strategy generally enhances organisational performance, strategic alignment including multiple factors has received little attention and strategic orientation of firms is rarely considered. This research, drawing on contingency theory and strategic management literature, aims to understand the performance impact of triadic strategic alignment between business, IT, and marketing strategies based on strategic orientation of firms. A number of hypotheses are proposed to identify generic types of triadic strategic alignment. The hypotheses are tested through MANOVA using data collected in a questionnaire survey of 242 Yemen managers. The findings indicate that (1) there is an ideal triadic strategic alignment for prospectors and defenders; (2) triadic strategic alignment has a positive impact on organisational performance; and (3) triadic strategic alignment provides a better indication of the nature and performance impact of strategic alignment. This research also contributes to managers' knowledge and understanding by suggesting how a firm should coherently align its strategies to improve organisational performance.