An Evaluation of Impact of Triadic Strategic Alignment on Performance of Company (Manufacturing Companies in Khuzestan Province)

This study aims to investigate the effect of business strategy orientation,information technology and marketing strategy on company performance with the mediating role of triple strategic alignment in manufacturing companies in Khuzestan province. The statistical population of the present study is all senior managers, middle managers and operational managers of production units in Khuzestan province with 1100 company, which according to Morgan table of the estimated sample size, 278 managers were evaluated and examined. Data collection tools include the standard questionnaire of Alsaremi et al. (2019) with 34 questions, which are validated for analysis based on formal validity and reliability through Cronbach's alpha coefficient (above 70%). Data analysis was performed using SPSS20 and LIZREL software. The findings of this study indicate the confirmation of research hypotheses through the model of structural equations and path analysis, which finally proves the appropriate fit of the conceptual model. The results showe that the triple strategic alignment offers a valid alternative approach to the strategic alignment. Companies that pursue a particular business strategy to achieve superior performance must implement the right combination of information technology and marketing strategies. These companies need to emphasize significant changes in the business environment and develop appropriate information technology to meet business needs, emphasizing support for business strategy