Aligning marketing strategies throughout the supply chain to enhance performance

A marketing strategy alignment model that incorporates marketing strategy alignment, supply chain performance, and organizational performance constructs is proposed and assessed. Data collected using an e-mail, Internet-based methodology from a sample of 117 managers with knowledge of their organizations supply chain activities are analyzed using a structural equation methodology. The data collected reflect the perceptions of the managers concerning the extent to which their firms have aligned marketing strategies with supply chain partners. Findings indicate that alignment of the marketing strategies by the partners throughout the supply chain is positively associated with supply chain performance and that supply chain performance is positively associated with organizational performance. Because this is an early study based on a relatively small, diverse sample, the findings of the study are considered preliminary. Based on the results, managers seeking to improve the performance of their organizations should work with supply chain partners to align marketing strategies throughout entire the supply chain. This is one of the first empirical studies to assess the relationships among marketing strategy alignment, supply chain performance, and organizational performance constructs.

► We assess the impact of marketing strategy alignment on supply chain and organizational performance.
► We develop and assess a new multi-item marketing strategy alignment measurement scale.
► Alignment of marketing strategies with supply chain partners is positively associated with supply chain performance.
► Supply chain performance is positively associated with organizational performance.
► Manufacturers should work with supply chain partners to align marketing strategies to improve performance.