Examining the relationship of strategic alignment between business and marketing strategies with organizational performance along with Fuzzy-Neural modeling: A Case Study in Private Banks and Credit Institutions

Abstract

This study has been conducted to review the alignment relationship of business strategies and marketing with organizational performance. Strategic alignment is an essential tool for organizing and standardization of the activities and operations of different parts of organization in order to create a unity and cohesive whole. Review on theories of strategic management determines that the strategic coordination pattern can be classified in three patterns including rational pattern, natural pattern, and comprehensive pattern (strategic reference points). Comprehensive pattern deals to typology of strategies based on strategic reference points. Strategic reference points used in this study, control (intensive / low) and the focus (inside / outside of the organization) and business strategies based on the combination model (Miles and Snow and Porter) and marketing strategies based on Walker and Ruckert’s studies were classified. Then, alignment relationship of business and marketing strategies with the organization's performance was evaluated and all hypotheses were confirmed. The population were selected from a number of banks and private institutions. Based on the results obtained from verification of hypotheses, by choosing alignment marketing and business strategies, Banks can obtain the most optimal performance in the banking industry and to create competitive advantage. As a result, creating the following alignments leads to optimal performance in the Banks: market entrance strategy with prospector strategy, growing market strategy with analyst strategy, mature market strategy with the strategy of differentiated defender and declining markets strategy with low-cost defender strategy.