Evaluation of the Effect of Marketing Strategies Alignment on Supply Chain and Organizational Performance (Case Study: Entekhab Industrial Group)

The purpose of this study is to evaluate the effect of marketing strategies alignment on supply chain and organizational performance in the Entekhab industrial group. The purpose of this study is functional - practical and the nature and the method of it is descriptive – survey and is of correlation type. The population of this study includes managers at various levels in the Entakhab industrial group in 2012 and statistical sample were 159 who were selected by simple random sampling. In this study, a questionnaire was used for data collection and statistical tests were used to analyze data and test hypotheses. To confirm the Justifiability of the questionnaire, comments and advice of supervisors and some management professors was used and management software SPSS was used to assess the reliability And, Cronbach's alpha was 0/921. In this study, SPSS and AMOS software and path analysis were used for data analysis that the results indicate that there is a significant positive relationship between marketing strategies alignment with supply chain on the performance of supply chain, also there is a significant positive relationship between the performances of supply chain with the organizational performance.