Document Type : Research Paper
Authors
1 Professor, Faculty of Management and Accounting, Allameh Tabatabai university
2 Ph.D. student of Marketing Management, Allameh Tabatabai university
Abstract
Alignment among all the strategies of different sectors in every organization is now being one of the challenges of today’s organizational management. This paper aims to develop an integrated model of manufacturing strategy in coordination with marketing and business strategies. According to the obtained results, the mentioned coordination has a meaningful impact on organizational performance.
Our research strategy is survey, and the method used, in terms of results is developmental, descriptive-oriented in terms of goal, and quantitative in terms of data. Measurement tools are questionnaire and
interview. Our statistical population consists of the manufacturing companies admitted in the Tehran Stock Exchange. For measuring the companies’ performances, we calculated the growth rate of sales acquired from financial statements of five years. Descriptive and inferential statistics were used for data analysis. The research results verified the integrated model of manufacturing strategy. Findings also indicate that the companies incorporating a coordinative combination of business, marketing, and manufacturing strategies have a higher performance.
Keywords
)