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

    Al-Surmi, Abdulrahman and Cao, G. and Duan, Y. (2019) Data of the impact of aligning business, IT, and marketing strategies on firm performance. Data in Brief 27 , p. 104656. ISSN 2352-3409.

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    Abstract

    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” [1]. 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.

    Metadata

    Item Type: Article
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Abdulrahman Al-Surmi
    Date Deposited: 21 Jun 2022 07:17
    Last Modified: 02 Aug 2023 18:16
    URI: https://eprints.bbk.ac.uk/id/eprint/48043

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