The Impact of the Alignment of Business, Information Technology, and Marketing Strategies on Organizational Efficiency in the Tehran Telecommunications Administration

Abstract

Business strategy is an innovative approach for leveraging unique organizational assets, strengthening competitive advantage, and improving overall company performance. It encompasses the actions and decisions that an organization plans and implements in order to achieve its business objectives. The present study aimed to investigate and determine the effect of aligning business strategies, information technology (IT) strategies, and marketing strategies on organizational efficiency. This research is classified as an applied study. The statistical population consisted of 460 senior and middle managers working in Iran’s telecommunications companies across the information technology, business, and marketing sectors. Based on the Morgan table, a sample size of 210 participants was selected. Standardized questionnaires were employed as the data collection instrument. To analyze the sub-hypotheses, regression analysis was applied, while structural equation modeling (SEM) was used to evaluate the overall research model. The findings indicated that business strategies, IT strategies, and marketing strategies have a significant positive effect on organizational efficiency. In addition, the structural equation modeling results confirmed that the proposed research model demonstrated an acceptable level of fit. The results suggest that achieving superior marketing performance has become a major concern for telecommunications managers. Therefore, organizations should adopt and implement diverse marketing strategies in order to attain enhanced performance, particularly during periods of economic recession and within complex and dynamic business environments.                                                                                  

Keywords: Business Strategy, Information Technology Strategy, Marketing Strategy, Organizational Efficiency