The role of strategic alignment of business strategies according to the (miles & snow) model on strategic success

Abstract

This study aims to identify the compatibility between a numbers of business strategies conform to the form of (Miles & Snow) represented by (defenders, prospectors, analysts, and respondents) and its role on strategic success, represented by (survival, adaptation, and growth), the study population is the CC company for the drinks industry Ltd. under license from Coca-Cola in the city of Erbil Iraqi Kurdistan region. The study pursues a descriptive analytical approach, along with examine a set of hypotheses for the purpose of achieving the objectives of the study and its problem that have been tested by multiple statistical tools using statistical analysis software program (SPSS 20). A survey questionnaire prepared and distributed to managers, their deputies, supervisors and employees in the different units and in the various branches in the city of Erbil. The study population is about (85) managers and employees. The researcher has distributed (50) questionnaires, (45) questionnaires have been returned, and (42) questionnaires were valid for statistical analysis, which represents the study sample and (%49.4) of the study population. The study found number of results based on the analysis of respondents' answers such as the company has high-level rates of compatibility strategies along with the presence of correlation relationships and effect for business strategies according to the (Miles & Snow) model on strategic success. Based on the results the study presents a set of suggestions, one of the most important of these is the necessity for companies to create specialized environmental analysis units that undertake the study and evaluation of environmental changes and trends in general and competitiveness in particular, in order to face the changes that occur in the environment.