The Integration of Strategic Management and Digital Marketing in Enhancing Overall Business Performance

Fatima Ezzahra Mnajli; Hind Benkirane; El Khalil El Mountassir; Youness Amahrouss; Zineb Aboulhouda; Nadia Loubbardi; Redouane Kaiss

doi:10.57159/jcmm.5.2.26638

Authors

Fatima Ezzahra Mnajli Research Laboratory in Managerial Transformation andResearch Laboratory in Managerial Transformation and Innovation, National School of Business and Management, Hassan 1st University, Settat 26000, Morocco Innovation, National School of Business and Management, Hassan 1st University, Settat, Morocco 26000 https://orcid.org/0009-0005-8732-5530
Hind Benkirane Laboratory for Interdisciplinary Research in Law, Economics, and Business Management, Faculty of Economics and Management, Hassan II University, Ain Chock, Casablanca 21100, Morocco
El Khalil El Mountassir ESCA School of Management, Casablanca 21100, Morocco https://orcid.org/0009-0009-8619-868X
Youness Amahrouss Research Laboratory in Management and Development, Faculty of Economics and Management, Hassan 1st University, Settat 26000, Morocco
Zineb Aboulhouda Research Laboratory in Economics, Management, and Business Administration, Faculty of Economics and Management, Hassan 1st University, Settat 26000, Morocco
Nadia Loubbardi Laboratory for Interdisciplinary Research in Law, Economics, and Business Management, Faculty of Economics and Management, Hassan II University, Ain Chock, Casablanca 21100, Morocco
Redouane Kaiss Research Laboratory in Economics, Management, and Business Administration, Faculty of Economics and Management, Hassan 1st University, Settat 26000, Morocco

DOI:

https://doi.org/10.57159/jcmm.5.2.26638

Keywords:

Strategic Management, Digital Marketing, Organizational Performance, Strategic Alignment, Digital Transformation, Business Performance

Abstract

In an increasingly digitalized and highly competitive business environment, organizations are required to strategically integrate digital tools into their management systems to enhance both competitiveness and long-term sustainability. This study examines the impact of integrating strategic management and digital marketing on overall organizational performance, with particular emphasis on their complementary and synergistic roles. A quantitative research design was employed, using a structured questionnaire administered to a sample of 200 medium- and large-sized enterprises operating across diverse sectors. The collected data were analyzed using multiple linear regression techniques with SPSS version 23, complemented by correlation analysis and diagnostic testing to ensure robustness. The findings indicate that strategic management is significantly associated with organizational performance (β = 0.40, p < 0.001 in a simple regression model), highlighting its central role in guiding organizational direction and resource allocation. Digital marketing practices also demonstrate a strong positive relationship with performance (β = 0.35, p < 0.001), reflecting their importance in enhancing customer engagement, market reach, and operational efficiency. Furthermore, the results suggest that strategic alignment strengthens the effectiveness of digital marketing initiatives, reinforcing the importance of integrating digital tools within a coherent strategic framework. The model explains a substantial proportion of the variance in organizational performance (R² = 0.62), indicating strong explanatory power. This study contributes to the literature by proposing and empirically supporting an integrated framework in which strategic management and digital marketing act as complementary drivers of financial, operational, and customer-related performance. Practical insights are also provided for managers seeking to leverage digital transformation through strategic alignment. Future research directions are proposed to further explore mediating and moderating mechanisms.

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