To survive and success in the very competitive business environment, firms should have clear business strategy supported by appropriate IT and marketing strategies. While many prior studies argue that strategic alignment between for example business strategy and information technology (IT) strategy generally enhances organisational performance, strategic alignment including multiple factors has received little attention and strategic orientation of firms is rarely considered. This research, drawing on contingency theory and strategic management literature, aims to understand the performance impact of triadic strategic alignment between business, IT, and marketing strategies based on strategic orientation of firms. A number of hypotheses are proposed to identify generic types of triadic strategic alignment. The hypotheses are tested through MANOVA using data collected in a questionnaire survey of 242 Yemen managers. The findings indicate that (1) there is an ideal triadic strategic alignment for prospectors and defenders; (2) triadic strategic alignment has a positive impact on organisational performance; and (3) triadic strategic alignment provides a better indication of the nature and performance impact of strategic alignment. This research also contributes to managers’ knowledge and understanding by suggesting how a firm should coherently align its strategies to improve organisational performance.
Abdulrahman, Al-Surmi,; Guangming, Cao; and Yanqing, Duan, "STRATEGIC ORIENTATION, TRIADIC STRATEGIC ALIGNMENT AND FIRM PERFORMANCE" (2016). PACIS 2016 Proceedings. 228.