The Impact of Triadic Strategic Alignment on Organisational Performance

Strategic alignment is deemed crucial in understanding how organisational performance can be improved through supporting business strategy with other organisational strategies. Whilst previous alignment literature has provided foundations for identifying the dimensions and performance impacts of the strategic alignment, it is mainly based on dyadic relationships between, for example, business and information technology (IT), business and marketing, or IT and marketing, which could not include other vital variable to develop a more comprehensive understanding of strategic alignment and its impact on organisational performance. Based on a systematic literature review of prior research on strategic alignment, this research develops a research model of triadic strategic alignment of business, IT, and marketing strategies and its impact on organisational performance. It posits that the alignment will result in better organisational performance. Relevant hypotheses have been proposed, which should provide future research directions. Using data collected from 242 managers, and analysed with PLSSEM. Keywords—Strategic alignment, IT strategy, Marketing strategy, Business performance