Strategic fit in the Supply Chain:A Step toward Improve Corporate Performance by Emphasizing the Moderating Role of Competition Intensity (Case Study: Production Companies in Kashan)

Companies are always seeking to upgrade their performance through improved strategic fit in supply chain. In the meantime, the role of competition intensity is vital and important. Regarding this issue, the purpose of this research is to investigate the effect of supply chain strategic fit on the performance of manufacturing companies with the moderating role of competition intensity. This research in terms of objective is applied research and in terms of method is descriptive-survey. In order to assess the strategic fit of the supply chain we used the Fisher's conceptual model, the Jaworski and Kohli standard questionnaires were used to assess competition intensity and Kaplan and Norton's model were used to assess performance. The statistical population of this research is the managers of manufacturing companies in Kashan. 213 questionnaires were distributed among managers. For data analysis, mean tests were used in SPSS software and structural equation model in Smart PLS software. The results of the research indicate that strategic misfit has a negative effect on the supply chain performance of manufacturing companies in Kashan, and there is a positive type of misfit in Kashan's manufacturing companies in general. It was also found that the intensity of the competition has a positive moderating role.