Modelling the effect of multi-objective optimisation of business, information technology, and marketing techniques on organisational performance

The advent of the third millennium has witnessed a more intense competition among economic hubs, especially in the business sector. Enterprises as microeconomic activists try to gain a bigger share of the global trade privileges; however, scientific and technological advances have led them to create new opportunities by providing necessary conditions. Business, information technology and marketing strategies are three major newly emerged opportunities for facilitating business and increasing global competitiveness. This study aimed at investigating the effects of business, IT and marketing strategies on organisational performance. A descriptive survey was conducted on a sample of marketing managers of e-businesses. The statistical population consisted of 175 e-business marketing managers, 120 of whom were selected through simple random sampling. The data collected were statistically analysed by using the partial least squares structural equation modelling. The results indicated that business, IT and marketing strategies positively and significantly affect organisational, customer and financial performance.