The Application of HRM Policies for Marketing Managers: Emphasis on Marketing Strategies and Organization Performance in SMEs

The main purpose of this study is to investigate the impact of HRM policies on marketing strategies and organization performance for marketing managers of SMEs. This study is applied in terms of research purpose and is a survey in terms of method. The statistical population of the study is consisted of service and manufacturing SMEs active in Shiraz industrial estates (368 companies). By available sampling method, 188 companies were selected as the research sample. In order to assess the variables of the study, a questionnaire was used. In addition to the construct and content validation of the questionnaire, Cronbach’s alpha reliability coefficient was found to be 85.2 percent. The collected data were analyzed using statistical software packages SPSS 25 and LISREL 8.80. The research results indicated that HRM policies had a positive and significant effect on marketing strategies and organization performance. Also, marketing strategies had a positive and significant effect on organization performance. Furthermore, marketing strategies had a positive and significant mediating role in the relationship between HRM policies and organization performance. The main contribution of this research is to facilitate a better understanding of how HRM policies affect the performance of the organization by considering the role of marketing strategy in the context of SMEs. The findings of this study not only expand the theoretical knowledge in this field but can also be effective for managers of SMEs.