Improving Performance of Fit among Strategies by Using Internet of Things Sensing Architecture

As academics and managers gradually developed interest in the importance of operational strategy, research in the field has increased significantly over the past decades. The research stream in operational strategies has focused on the alignment of strategic priorities and its impact on performance, and the importance of the alignment between strategies. Marketing strategy is a set of integrated decisions and actions by which a business expects to achieve its marketing objectives and meet the value requirements of its customers by using an advanced information technology (IT)/information system (IS) to collect data or information. Thus, the fit among business, IS, marketing, and manufacturing strategies has emerged as a critical issue for firms. Therefore, the main purpose of this study is to explore the impact of corporate, manufacturing, marketing, and IS strategies on business performance. We propose the strategy of holistic perspectives to confirm the legitimacy of the proposed model, and we improve the efficiency of enterprise management in the use of the Internet of Things (IoT) sensing architecture. The results showed that the fit of business, manufacturing, marketing, and IS strategies has a significant impact on business performance. Therefore, the application of the IoT cloud architecture can be used to improve the operational efficiency of enterprises.