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