Testing the effect of marketing strategy alignment and triple-A supply chain on performance in Egypt

Abstract

Purpose – The purpose of this paper is to examine the effect of triple-A supply chain and marketing strategy alignment on the performance by collecting and analyzing data from the textile industry in Egypt. Design/methodology/approach – A research model is proposed which describes the impact marketing strategy alignment, triple-A supply chain on supply chain performance and organizational performance. The proposed research model and hypotheses were tested using correlation analysis and structural equation modeling based on data collected from 153 companies working in the Egyptian textile industry. Findings – The results of the study support that organizational performance is positively associated supply chain performance. Also supply chain performance is directly affected by triple-A supply chain and marketing strategy alignment. Research limitations/implications – The data used in this study were collected from 153 companies working in the Egyptian textile industry. The generalization of the study results may be limited by the size of the sample. Originality/value – This study provides a useful working model in the textile industry. The results suggest successful implementation of triple-A supply chain and marketing strategy alignment will help in improving the supply chain performance, which in turn improves organizational performance.