• ISSN: 2010-0248 (Print)
    • Abbreviated Title: Int. J. Innov.  Manag. Technol.
    • Frequency: Quarterly
    • DOI: 10.18178/IJIMT
    • Editor-in-Chief: Prof. Jin Wang
    • Managing Editor: Ms. Nancy Y. Liu
    • Abstracting/ Indexing: Google Scholar, CNKI, Ulrich's Periodicals Directory,  Crossref, Electronic Journals Library.
    • E-mail: ijimt@ejournal.net
HOME > Archive > 2019 > Volume 10 Number 6 (Dec. 2019) >
IJIMT 2019 Vol.10(6): 207-218 ISSN: 2010-0248
doi: 10.18178/ijimt.2019.10.6.863

The Effect of Sales and HRM Strategic Alignment on a Corporate Sustainable Competitive Advantage: The Significant Role of the HR Business Partner

Damianos Giannakis, Ioannis Chalikias, and Eleni Tsirigoti

Abstract— This paper aims to examine the effect of strategic alignment of Sales and Human Resources Management (HRM) in creating a corporate sustainable competitive advantage. Our paper notes that a product of such a collaborative/competitive association signifies the organizational consensus on the significance of synthetic, personalized HRM services towards an effective implementation of relational marketing strategies and practices. The paper expands on the significance of the role of the HR business partner as key towards an effective strategic alignment of sales and HRM. The conceptual model was tested to represent the proposed relationships among the related variables. Data were collected from a total of 87 usable questionnaires representing the views of line management of Greek and international firms operating in Greece. The three hypotheses of the study tested were analyzed by SPSS 20 software adopting principal component analysis as an extraction method resulting from a factor analysis. The rotation method applied was varimax with Kaiser Normalization. Finally, an analysis of variance (ANOVA) was applied in analyzing the differences among group means in the sample. The survey embedded a qualitative confirmatory case study, purporting to originate from top management regarding the effect of strategic alignment of sales and HRM upon their competitive advantage. Our findings proved that without successfully aligning HRM and sales, relational marketing strategy and implementation, services as well as relational quality will be impaired and therefore potential for corporate sustainable competitive advantage will be lost.

Index Terms— Human resources management, HR business partner, relational sales, strategic alignment.

Damianos Giannakis and Ioannis Chalikias are with Hellenic American University, 436 Amherst Street, Nashua, New Hampshire 03063, USA (e-mail: dgiannakis@hauniv.edu, ichalikias@hauniv.edu). Eleni Tsirigoti is with Hellenic American Union, 22 Massalias Street, Athens, Greece (e-mail: etsirigoti@hau.gr).

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Cite: Damianos Giannakis, Ioannis Chalikias, and Eleni Tsirigoti, " The Effect of Sales and HRM Strategic Alignment on a Corporate Sustainable Competitive Advantage: The Significant Role of the HR Business Partner," International Journal of Innovation, Management and Technology vol. 10, no. 6, pp. 207-218, 2019.

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