Strategic alignment and its impact on creating an organization’s reputation and image

Abstract

The study aims to analyze and evaluate the potential impact of strategic alignment drivers on creating a company’s reputation and image, using a descriptive analytical approach. An analysis and interpretation of findings demonstrate that strategic alignment with its internal and external variables is deemed to be a key determinant of a company’s reputation and image customers have (with the regression coefficient of 0.38). The companies enjoying a great reputation are committed to creating an effective alignment between internal and external factors, while in companies with a weak or medium reputation, some manifestations of strategic inconsistency appear such as the deviation of competition foundations from their distinctive competencies, where the competitive competency is less appropriate with their competitive advantages, in addition to the lack of alignment between its existing strategy and main activities due to the company’s failure in choosing its internal environment. The study makes recommendations to the surveyed companies regarding the importance of aligning their internal and external options to build their image and reputation desired by their customers.