The effect of integrative strategic alignment on performance with organizational alignment

 Today, the issue of alignment has found a special place in the strategic management literature that can be assessed in general and in the form of organized dimensions, and based on it, organizational performance can be improved. Alignment is a set of core principles that influence marketing activities and strategy formulation. One of the mental conflicts of organizations is alignment of organizational components. The coordination between the elements is necessary for implementing strategies. In this regard, creating product-oriented strategic alignment, quality-oriented strategic alignment and market-oriented strategic alignment, which are dimensions of alignment, play a significant role. In competitive world, companies use different trends such as market orientation, learning orientation, TQM, innovation, technology orientation, employee orientation and other trends to increase their performance. Explaining the relative importance of different dimensions of alignment and its impact on performance in all organizations is needed. The purpose of this study is to investigate the effect three dimensions of alignment on performance with the mediating role of organizational alignment in companies located in Mashhad industrial town.

 This research is a survey in terms of applied purpose and in terms of data collection, it is also causal in terms of nature and method and quantitative in terms of data nature. The statistical population included 820 companies located in Mashhad industrial town, which were selected as a sample using 260 companies using the non-random method available using Morgan table. The statistical population of the present study includes one of the senior managers of companies operating in Mashhad industrial town that only one person from each company has been selected to answer the questionnaire. In this study, a standard questionnaire was used to collect data. The research questionnaire consisted of 31 questions in 5 variables. Content validity of items was confirmed by factor analysis, convergent validity and divergent validity in order to Validity check was used. The reliability of the instrument has also been verified through Cronbach's alpha and composite reliability. Structural equation method using PLS software was used to analyze the data.

The results of convergent validity for all research variables except the overall alignment were above 0.5, which does not pose a problem in measuring the variables due to the fact that the combined reliability is at the desired level. Other factors related to the validity and reliability of the questionnaire was also confirmed. Model fit indices were also at the desired level. The results indicate that product-oriented strategic alignment, market-oriented strategic alignment and quality-oriented strategic alignment have a positive effect on the performance and overall alignment of the organization, as well as three dimensions through the overall alignment has a positive effect on performance and the effect of overall alignment on performance was confirmed. The mediating role of the overall alignment variable of the organization in relation to the dimensions of alignment and performance was also confirmed.

The results of this study are used to understand the multidimensional nature of the overall strategic alignment of the organization. If the managers of companies located in Mashhad Industrial City can differentiate in the production of their products, upgrade their systems and act differently in introducing their product, introduce new products before competitors and diversify their products. They can then expect resources to be geared towards a unique strategic goal of the company, have service upgrades, service quality improve, plan and how responsibilities are shared, improve quality, and facilitate how Provide services, create new skills and training, access information, trust systems, increase the speed and number of computers and machines, upgrade IT, design basic processes, speed up service delivery, and Be accountable, leads to alignment. Considering the effect of alignment dimensions which include product-oriented strategic alignment, market-oriented strategic alignment and quality-oriented strategic alignment on the overall alignment of the organization, it can be suggested to companies located in Mashhad industrial town to increase their intra-organizational alignment. Which is one of the daily concerns of managers can make a difference in the production of their products, upgrade their systems and differentiate in the introduction of their product, introduce new products before competitors and create variety in their products They are also constantly improving the quality of their product or service, upgrading their systems to improve quality and differentiating in the provision of quality service, as well as differentiating the pricing of their products, managing their costs Identify new markets and differentiate their product marketing to achieve overall alignment within the organization.