Corresponding Author: Hassan Najafi Ziarani INTRODUCTION

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1 International Research Journal of Applied and Basic Sciences 2013 Available online at ISSN X / Vol, 6 (9): Science Explorer Publications Introducing relationship between correlation of marketing stuff and human resources on marketing strategy manipulation in Yazd Province servicing organizations Hassan Najafi Ziarani 1, Gholamreza Bordbar Ph.D 2, Mahmood Naderi Ph.D 3 1. Master Student, Business Management, Science And Research, Islamic Azad University, Yazd, Iran 2,3. Assistant, Department Of Management, National University, Yazd, Iran Corresponding Author: Hassan Najafi Ziarani ABSTRACT: The purpose of this research is to analyze the relationship of cooperation of marketing stuffs and human resources on of manipulating marketing strategies in servicing organizations of Yazd Province. This research based on purpose is an applied study and respecting nature is a descriptive and analytical study and based on the type of test it is correlative. Statistical society of this research are servicing companies of Yazd province in 2012 (N=258). The sample size estimated based on Kokran formula as 154 individuals. The main tool of collecting data was questionnaire in which its reliability obtained by expert panel and its stability was achieved by calculating Alfa Cronbach coefficient for different parts of questionnaire ( ). To do analysis SPSS and LISREL software were used. Result of studies showed that influential impact of s is obvious in stated organizational sections and represents positive influence of manipulating marketing strategies while their impact on conflicts is negative. In addition, the common rewarding system, social interactions, senior management and interpersonal s has a positive impact on influence of s and common rewarding system, while senior management and interpersonal has negative impact on intersectional conflicts. Key wodrs: marketing strategy, manipulating strategy, influence, intersectional conflicts. INTRODUCTION Changes and developments in the business environment and its impact on economy enforced high competitions between companies. In this process Iranian company especially servicing companies are facing a competitive environment that surviving them needs strategies, tools, and specific applications that are marketing strategic planning and using marketing strategies to reach at a stable competitive advantage. Marketing strategies is of the suitable and useful strategies to create competitive advantage. Though existence of other operational strategies is necessary (Javadin and Aghazadeh, 2004). In the servicing marketing, workers have the main role in attracting customers and preservation of s, therefore, the quality of job depends on workers relations. Selection of suitable workers is the greatest duty of servicing employer (Hosaini et al, 2011). Slater et al (2010) indicated that organizations that use marketing strategies act very intellectually and intelligently when there are limitations from companies, rivals and customers. Marketing strategies are tools that purposes can be achieved by them. These strategies are related to this question that how organization can reach its purposes (Walker, 2011; Kotler, 2010). Achievement of marketing design depends on of marketing strategy (Heart, 2003). Strategy can be specified for every compound marketing element. In fact marketing strategy consists of different variables that company can control them or match itself with uncontrollable variables to reach purposes appropriately (Hosaini et al, 2011). The last step in the process and of marketing strategic planning contains allocation of resources, budget, application and supervision on quality quantity of designing and planning programs (Islam 2006).Application

2 marketing plan, control, determining marketing plans, required strategies and techniques should be used to achieved these purposes (Islam, 2006). Fin et al (2011) believe that the rate of integration between marketing sections, R&D is affected by organizational factors, environmental factors, strategic factors and personal factors. They found that integration between marketing organizations and R&D has an influential role in achievement of new product development and organizational factors are the most influential factors in integration between marketing and R&D. Manon, Javreski and Kuhi (1997) believe that quality of product is influenced by the rate of intersectional conflict and intersectional. The result of their studies showed that intersectional interactions are influenced by leadership features (avoiding the risk of senior managers), tendency of the rewarding system and organizational structure (concentration, sectioning, hierarchical leveling). Garcia and Sanzo (2008) differentiated between internal and external achievement and believe that three dimensions of access to pricing purposes, temporal and product advantage represents internal achievement, while marketing dimension represents external achievement. In addition, they analyze the adjusting impact of innovation on relationship between these variables. Results of this study showed that trust has a positive relationship with inter-functional integration. Also, institutions that have intersectional correlation have better application respecting costs, time and product and every dimension of internal achievement positively are related to the higher achievement of market. Eng (2006) states that organizational norms are set of values and rooted beliefs and it is a long time that are considered as factors that invite people to have commitment. He concludes that organizational norms impact on responsibility of supply chain and institutional application through intersectional correlation as an intermediate agent. Lasko et al (2006) emphasize that there is a strong relationship between intersectional and institutional application. Chimhanzi and Morgan (2005) analyzed components of common rewarding systems, informal integration, accessibility, senior management, documented s and interpersonal s and showed that these dimensions in organization causes influential of relationships or conflict between marketing applications and human resources. Common rewarding system and documented s have no impact on influence of inter-functional relations; on the other hand, of senior management and of informal integration in spite of positive impact on influence of relationship do not help decreasing levels of inter-functional conflicts. Arthur (1994) believes that if a cost centered business strategy with a control centered human resource strategy with a discrimination centered business strategy that is compound with a commitment centered human resource strategy that are all correlated. Maltez and Kohli (2000) using previous studies and interview with functional managers specified six mechanism of correlation and analyzed their impact on decreasing intersectional conflict. Physical closeness, educating different skills to stuff, formal organizational structure, reward diversity, inter-functional teams and social tendencies as integration mechanisms and environmental dynamicity and size of organization were considered. Also results showed that integration mechanisms that are studied have different impact in integrations between marketing and each of the other three functions. Hasild (1995) hesitated the impact of cooperation and integration between strategies and different organizations on influence and function. He studied the impact of human resources management on company operation and found that if companies use high operational working methods, the rate of selection and turning of stuff decreases and efficacy and benefit of company increases. But his research did not approved relationship between internal and external coordination and increasing the company operation. He concludes that simple acceptance of working methods with high operation is more important than efforts to guarantee this issue that this method benefits internal cohesion or they are coordinated with company competitive strategy. Argot (1982) found that in conditions the phenomenon lack of insurance is weak coordination can cause increasing of, but in conditions of lack of insurance coordination patterns should not be planed. In this study the purpose is analyzing relationship between coordination of marketing stuff and human resources to manipulate marketing strategy influentially with help of coordination factors and marketing stuff coordination quality and tries to answer these questions: Whether the system of common reward, informal integration, social interaction and senior management, written and interpersonal influences on s? Whether the system of common reward, informal integration, social interaction and senior management, written and interpersonal influences on intersectional conflicts? Whether influences on marketing strategy manipulation? Whether intersectional conflict influences on marketing strategy manipulation? 1255

3 METHODOLOGY Based on purpose this research is a survey and applied research and considering nature it is an analytical and descriptive study and considering the type of text it is a correlative research. To do analysis the methods of inferential and descriptive statistics were used. In the intermediate theoretical research study the library method was used more and to collect data of the research the questionnaire and half made interview was used. Population of this study is servicing companies of Yazd province that based on the list by related association in 2012 the number of these companies was 258 units. The size of samples was 154 individuals according to the Kokran formula. To design questions of questionnaire the similar questionnaires were used in which their validity were tested in the previous studies. Validity of the content of this questionnaire was approved by consultant and advisor professors and also the source of questions showed that these questions were used in the previous studies by these researchers that have a necessary standard. In this research to determine the rate of stability Alfa Chronbach method was used. The rate of Alfa Chronbach for the entire questions is higher than 0.84 that is an appropriate value. To do analysis SPSS and LISREL were used. Findings The model of fitting specification influential factors of relations At the first stage regression test will be used for the set of independent research variables and relations variables as a dependent variable. Result of applying regression was derived in the following frames. Table 1 is the summary of the model of intensity of relations between dependent and independent variables. Multiple correlation coefficients are linear correlation between the values of predicting model of dependent variable. Its great size represents a strong relation. Determination coefficient is also the values of multiple correlation coefficient squires. According to the results of the first stage multiple determination coefficients is that indicates that about 44% of changes are because of of relations with independent variables in specifying the model. Table 1. multiple variable regression analysis statistics of Model Value Multiple correlation coefficient 0 / 666 Multiple determination coefficient 0 / 664 Modified multiple determination coefficient 0 / 644 Multiple determination coefficient standard deviation 0 / In the regression analysis the table ANOVA studies acceptance of the model statistically. Against table 1 the summary of model doesn t show the result of relations intensity test. Results of this test are reported in table 2. The level of regression of information about predicted changes is shown by the model and remained column shows information about unpredicted changes by the model. The level of significance of F statistics approves that specified change by model is not accidentally. After approving validity of the model based on Variance Analysis Test the coefficient of each variable should be specified that are represented in table 3. Table 2. multiple variable regression variance analysis of Level of significance Fisher Degree of Sum squires statistics freedom Sum Squires Model /300 6/ /949 Regressio n Remaining /666 Sum 1256

4 Table 3. regression model coefficient in the first stage Model 1 Standardized Unstandardized coefficient Level of Linear statistics coefficient t significance Standard B Beta Tolerance VIF Deviation Stable value / / 040 Common reward system / / 690 Informal integration / / / 090 Senior management / / 354 Written s / / 669 Interpersonal s / / 664 According to the significance columns in table 3 it is specified that informal integration independent variables and writer s do not help the research model in this study. Because the level of significance for these two variables is higher than 0.05, in other words according to the calculated coefficients in column Beta four variables of common reward system, interpersonal senior management and s respectively have the highest rate of influence in the validity of the model in this stage because they have the most impact on dependent variable. According to the VIF column it is specified that the entire calculated coefficients are smaller than 2. Therefore, the first level regression model do not face linear problem. In other words we can say that independent condition is established for independent variables. Table 1 shows the summary of text results. In this figure the connected lines shows approved relation and interrupted lines shows unimproved relations in the level of insurance. Common rewarding system Informal integration senior management Communication Writen s Interpersonal s Figure 1. summary of first model of regression test analysis The test of this model using exiting structural model showed appropriateness of fitting structural model for the test. The ratio of K2 to degree of freedom is smaller than 2. Therefore, K2 is an appropriate value. The rate RMSEA= 19 CFI= 19 IFI= 0.61 shows appropriateness of fitting structural model. 1257

5 4/36 Q18 5/49 Q19 4/00 5/57 7/01 Q20 Q21 Q22 11/80 12/79 12/34 7/29 5/91 6/31 7/32 7/43 7/29 4/57 5/00 4/87 7/43 4/42 4/82 7/04 4/62 7/42 Q23 Q24 Q25 Q26 Q27 Q28 Q29 Q30 Q31 Q32 Q33 Q34 Q35 Q36 Q37 13/48 11/90 11/29 13/20 12/ /04 11/ / /90 9/ /20 12/49 12/440 Common reward system informal integration senior management written interpersonal 2/ /57 3/ /49 relationship effectiveness 134 9/ /05 9/55 11/45 Q7 Q8 Q9 Q10 Q11 Q12 7/36 7/84 7/30 7/88 7/70 4/46 4/62 Q38 4/19 Q39 4/25 Q40 Figure 2. first structural model in the state of T statistics Diagram 2 shows significance of coefficients and parameters of structural model. Coefficients are significant at the temporal level of 95% that their T-value is 1.96 greater or is smaller than As it is clear T-value is informal integration variable and written s are consecutively 0.49 and 0.49 that shows lack of significance. In other words informal integration and written has no significant relationship with. T-value of common rewarding system, social interaction, senior management and interpersonal are consecutively 2.16, 2.87, 2.47, and 2.49 that represents significance. In other words these factors have significant relationship with. The model of fitting specification factors of intersectional conflicts The second stage of regression test for independent variable sets of research and variable of intersectional conflict is applied as dependent variable. The specified coefficient for the model of regression of second stage represent that is about 67 percent of changes of intersectional conflict that is defined by independent variables of the model the validity of this model is achieved using variance analysis test that its result is represented in table 5. Level of significance of F for second stage regression model is smaller than 0.05 that validity of the model approved this stage of the test statistically. In other words this issue shows that predicted changes by the model are not accidentally. Based on the approving validity of model of regression this stage is documented for every variable in table 6. Table 4. multiple variables of regression analysis statistics of intersectional conflicts Model Value Multiple correlation coefficient 0 / 288 Multiple determination coefficient 0 / 676 Modified multiple determination coefficient 0 / 668 Multiple determination coefficient standard deviation 0 / Table 5. variance analysis of multiple variable regression variances of intersectional conflicts Level of significance Fisher statistics Sum squires Degree of freedom Sum Squires Model /040 95/ /924 Regression /807 Remaining /010 Sum 1258

6 Coefficients significance column in table 6 shows that variables of informal integration, and writtern s help a little to the research model in this stage, because the level of significance for them is more than 0.05 and variables of common reward system, senior management and interpersonal s as their level of significance is more than 0.05 has the most impact in the model. From calculated coefficients for column VIF we conclude that as the entire coefficients are smaller than 2, therefore, there is no linear problem between independent variables of second stage of regression. In other words the condition of independence works. Diagram 2 is the summary of the result of the regression test. In this figure the connected lines represent approved relations and interrupted lines represent unapproved relations in the specified level of insurance. Linear statistics VIF Tolerance 4/ / / / / / Table 6. regression model coefficient in the second level Standardized Level of Unstandardized coefficient coefficient significance t Standard Beta B Deviation / / / / /549-6/ Model 2 Stable value Common reward system Informal integration Senior management Written s Interpersonal s Common rewarding system Informal integration Intersectional Senior management Written interpersonal Figure2. summary of the results of second model regression test In the test of this model using exiting structural model shows appropriateness of fitting structural model for the test. Ratio of K2 to degree of freedom is smaller than 2, therefore k2 is an appropriate value. Rate of RMSEA= CFI= و 0.92 IFI=0.92shows appropriateness of fitting structural model. In other words, data are to some extent according to the research conceptual model. Diagram 3 shows significance of coefficients and parameters structural model of. Coefficients are significant at 95 % of temporal level that their T-value is 1.96 or smaller than As it is observed t-values of informal integration variable, social interaction and written are consequently -0.69, 1.61, -0.55that represents lack of significance. Another informal integration and written s have significant relationship with. Other t-values for common rewarding system, senior management and interpersonal are respectively -2.71, -5.25, and 5.97 that represent significance. In other words these factors have a significant relationship with. 1259

7 6/61 Q18 5/47 Q19 6/05 5/58 7/01 Q20 Q21 Q22 11/74 12/87 12/35 7/29 5/90 6/33 7/28 7/45 7/25 6/55 6/34 6/83 7/53 6/43 4/76 7/09 6/64 7/42 Q23 Q24 Q25 Q26 Q27 Q28 Q29 Q30 Q31 Q32 Q33 Q34 Q35 Q36 Q37 13/47 11/91 11/38 13/21 12/ /03 11/ /15 11/04 11/97 9/ /21 12/78 12/48 Common reward system Informal integration Senior management Written s Interpersonal s -2/ /61-5/ /97 intersectional conflict 00 13/49 11/42 14/36 13/45 Q13 Q14 Q15 Q16 Q17 7/24 7/21 7/91 6/69 7/23 6/75 Q38 6/30 Q39 6/56 Q40 Figure3. second structural model in the state of t-value Model of fitting specification factors of influential manipulating marketing strategies In the third stage of regression test there is relationship between variables of relations and intersectional conflict as independent variables and marketing strategy manipulation influence as dependent variable. Calculated determination coefficient for the model of regression third stage is that shows about 49% of marketing strategy application changes are defined by independent variables of model in this stage. Validity of this model is shown by variance analysis test that is represented in table 8. Level of significance of F-value for third stage regression model is smaller than0.05that approves the validity of the model in this stage of test statistically. In other words this subject shows that predicted changes by the model are not effected by accidents. According to the approving the validity of model, coefficients of regression model in this stage are represented in the table 9 for variables. Table 7. multiple variable regression analysis of influential manipulating of marketing strategy Value Model 499 Multiple correlation coefficient 249 Multiple determination coefficient 239 Modified multiple determination coefficient Multiple determination coefficient standard deviation Table 8. multiple variable regression variance analysis influential manipulating of marketing strategy Level of significance Fisher Degree of Sum squires statistics freedom Sum Squires Model / /504 Regression /268 Remaining Sum Linear statistics B 9/ / Level of significance Table 9. regression model coefficient in the third stage Standardized Unstandardized coefficient coefficient t Standard Beta B Deviation 6/ / Model 3 Stable value Communication Intersectional conflicts 1260

8 The level of significant that is achieved for both independent variables in this stage is lower than Therefore, we can say that both variables are influential in description of marketing strategy application variable changes. By Coefficients of Beta column it is clear that of relations has straight impact on dependent variable, but intersectional conflict has negative impact on marketing strategy application. Based on the small calculated coefficients in VIF column from 2 we can say that there is no most important linear problem among independent variables in this stage and independence assumption exists between them. Table 4 shows the summary of the test results of regression for this stage. Communications Intersectional conflicts Manipulating the of marketing strategy Figure4. summary of regression test results for third model In the test this model using exiting structural model showed appropriateness of fitting structural model for the test. Ratio of K2 to the degree of freedom is smaller than 2. Therefore, K2 is an appropriate value. The rate of RMSEA= 18 and CFI= 18 and IFI= 028 shows appropriateness of fitting structural model. In other words data to some extent are based on the conceptual model of research. Diagram 5 shows significance of coefficients and parameters of structural model. Coefficients are significant at 95% temporal level that their t-vale 1.96 is higher than T-value of and intersectional is respectively 2.11 and that represents significance. In other words these factors have significant relationship with. 7/38 Q7 7/84 Q8 7/37 7/78 7/73 6/64 6/90 6/89 7/90 6/66 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q16 11/12 9/80 11/14 9/ /66 13/14 13/ /47 12/79 Communications Intersectional conflicts 2/11-2/69 Manipulating the of marketing strategy 7/77 8/21 7/77 7/89 7/74 9/08 Q1 Q2 Q3 6/10 7/62 7/79 Q4 7/75 Q5 7/81 Q6 7/13 7/12 Q17 Figure5. third structural model in the state of T-value Suggested conceptual model significance analysis In the diagram 6 result in the form of research conceptual model is shown as structural model that represents appropriateness fitting structural model for the test. Ratio of K2 to degree of freedom is smaller than 2, therefore, K2 is a suitable value. The rate of RMSEA= 0.055, CFI=0.90 and IFI=0.90 shows appropriateness of fitting structural model. In other words, data to a great deal are in accordance with the research conceptual model. Diagram 6 represents research structural model in the state of standard estimation. 1261

9 6/63 5/85 5/85 5/56 7/02 7/29 5/92 6/35 7/30 7/45 7/27 6/58 6/42 7/06 7/52 6/59 4/80 7/07 6/64 7/44 6/78 Q18 Q19 Q20 Q21 Q22 Q23 Q24 Q25 Q26 Q27 Q28 Q29 Q30 Q31 Q32 Q33 Q34 Q35 Q36 Q37 Q38 11/77 12/61 12/60 13/50 11/89 11/40 13/19 12/ /04 11/ /31 11/03 11/94 9/ /00 12/23 12/71 12/48 Common rewarding system Informal integration Senior management Written interpersonal 2/ /37-3/05 3/ /76 2/85-5/ /29 Communications Intersectional conflicts 2/34-3/70 9/08 9/ /80 9/56 11/ /31 11/47 14/12 13/49 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 7/36 7/88 7/37 7/89 7/72 6/49 Manipulating the of marketing strategy 7/32 7/32 7/92 6/87 7/23 9/08 8/13 7/76 7/87 7/70 9/04 Q1 Q2 Q3 Q4 Q5 Q6 6/16 7/64 7/79 7/75 7/82 7/15 6/41 Q39 6/59 Q40 Table 6. rate of T-value of the suggested conceptual model (structural model) As it is obvious the values generally approves the hypothesis. Significant coefficient and parameters of structural model shows that informal integration and written s have no significant relationship with intersectional conflict. T-value of common rewarding system, social interactions, senior management and interpersonal s with s is shown and also there is a significant relationship between common rewarding system, senior management and interpersonal with intersectional conflicts. Signification analysis of modified conceptual model In diagram 7 in the form of modified conceptual model of research as structural model it shows that values represent fitting of structural model appropriateness for the test. Ratio of K2 to the freedom rate is smaller than 2. Therefore K2 is a suitable value. The rate of RMSEA= و 19 و CFI= 19 IFI= 0 /068 shows appropriateness of fitting structural model. In other words data to a great deal are based on conceptual model of the research. Diagram 7showes the structural model of research in the state of significant coefficient. As values shows all relations are approved. 6/40 6/05 5/64 6/37 7/31 7/42 7/27 6/49 6/30 7/03 7/49 6/61 7/41 6/61 6/49 6/54 Q18 Q19 Q20 Q25 Q26 Q27 Q28 Q29 Q30 Q31 Q32 Q33 Q37 Q38 Q39 Q40 11/91 12/28 12/65 12/ /12 11/ / /38 12/52 12/48 Common rewarding system Senior management interpersonal 3/06 2/79-4/02 3/94 3/06-5/54-6/60 Communications Intersectional conflicts 2/32-3/59 9/09 9/ /09 9/55 11/37 Q7 Q8 Q9 Q10 Q11 Q12 Manipulating the of marketing strategy 9/09 13/41 11/45 14/14 13/52 Figure7. t-value of modified conceptual model (structural model) Q13 Q14 Q15 Q16 Q17 7/35 7/88 7/37 7/89 7/72 6/50 9/09 8/14 7/77 7/87 7/70 9/05 7/28 7/27 7/92 6/87 7/22 Q1 Q2 Q3 Q4 Q5 Q6 6/15 7/64 7/79 7/75 7/82 7/

10 RESULT AND SUGGESTIONS Diagram 8 shows the modified model of research. This model designed considering modifications that were posed in hypothesis analysis. The modified model shows approved in the model of research suggestion and shows the result generally. Multiple analyses by help of linear regression and structured equations showed that there is a linear relationship between common rewarding system variables, senior management and interpersonal s on intersectional conflicts in servicing organizations. The purpose of this study is identifying influential factors on strategy manipulation that for this reason six independent variable, two intermediate variable and one dependent variable were studied that results of two variables showed that among independent variables rewarding system commonly they have the strongest positive relationship with affective s and interpersonal s have the most negative relationship with intersectional conflicts also, relations between dimensions of social and mental means of s and intersectional conflicts and variable of marketing strategy manipulation that is approved. coordination factors Common rewarding system coordination quality Communications Social interaction Manipulating the of marketing strategy Intersectional conflicts Senior management 25 interpersonal Figure8. modified conceptual model First hypothesis indicates that there is a positive and significant relationship between common rewarding system and s. In the suggested model of research the rote of this research is approved, while in the study of chimhanzi and Morgan (2005) and Rezazadeh (2009) it is rejected and Hot (1995) in his study approves this relationship. The second hypothesis represents positive and significant relationship between informal integration and s. In the suggestive model of research the rote of this hypothesis is rejected. While in the research literature this relationship in the research of Chimhanzi and Morgan (2005) is approved. Third hypothesis shows the positive and significant relationship between social interaction and s. In the suggested model of research the rote of this hypothesis is approved. Also in the research literature this relationship is approved in the study of Kohli (1993) and Chamhanzi and Morgan (2005). Fourth hypothesis represents the positive and significant relationship between senior management and. In the suggested model of research the rote of this research is approved. In the study of Nobel and Mokava (1999) Mamdohi and Said Hashemi (2007) and rezazadeh (2009) it is approved. The fifth hypothesis claims that there is a positive and significant relationship between written s and s. In the suggestive model of research the rote of this hypothesis is rejected. In the study of Lasko (2006) and Rezazadeh (209) it is approved. Chamhanzi and Morgan (2005in their studies rejected this relationship. The six hypothesis claims that there is a positive and significant relationship between interpersonal and. In the suggestive model of this research the rote of this hypothesis is approved. In the study of Chamhanzi and Morgan (2005) and Lasko (2006) it is approved. Hypothesis seven claims that there is a negative and significant relationship between common rewarding system and inter sectional conflicts. In the suggestive model of research this hypothesis is approved. In the study of Chamanzi and Morgan (2005) and Hot (1995) it is approved. While Rezadadeh (2009) in his study rejects this relationship. Eighth hypothesis claims that there is a negative and significant relationship between informal integration and intersectional conflicts. In the suggestive model the rote of this hypothesis is rejected. While in the study of Maltez and Kohli (2000) it is approved. Ninth hypothesis claims that there is a negative and significant relationship between social interaction and intersectional conflicts. In the research suggestive model the rote of this hypothesis 1263

11 is rejected. While in the study of Kohli (1993) it is approved. Tenth hypothesis claims that there is a negative and significant relationship between senior management and intersectional conflicts. In the suggestive model of research the rote of this hypothesis is approved. In the study of Nobel and Mokava (1999) it is approved, while Chamanzi and Morgan (2005) and Morgan (2009) reject this relationship. The eleventh hypothesis represents that there is a negative and significant relationship between written s and intersectional conflicts. In the suggestive model of research the rote of this hypothesis is rejected, while in the research literature this relationship is approved in the study of Walker and Rabert (1987) and Haber and Deft (1987) it is approved and Chamanzi and Morgan (2005) in their study approved this relationship. The twelfth hypothesis claims that there is a negative and significant and interpersonal and intersectional conflict. In the suggestive model of research the rote of this hypothesis is approved. In the study of Haser (1996) and Chamanzi and Morgan (2005) and Rezazadeh (2009) it is approved. Thirteen hypothesis claims that there is a negative and significant relationship between and marketing strategy manipulation. In the suggestive model of research the rote of this hypothesis is approved. In the study of Walker and Taibor (1975) and Chamanzi and Morgan (2005) it is approved. Fourteenth hypothesis claims that there is a negative and significant relationship between intersectional conflicts and marketing strategy manipulation. In the suggestive model of research the rote of this hypothesis is approved. In the study of Menon (1996) and Rezazadeh (2009) it is approved. The common rewarding system according to the tests of hypothesis is related about intersectional cooperative quality and it is the most important factor in this variable. Therefore to affect marketing strategy manipulation the variable of common rewarding system should be considered, it means that instead of personal reward we should consider rewards collectively in order to by increasing and decreasing intersectional conflicts causes increasing of strategic manipulation in organization. Senior management based on the test influences on dimensions of intersectional coordination quality and as it influences on marketing strategy manipulation and organizational managers should pay attention to this issue and changing this variable improves the organizational function in order to be able to apply marketing strategies. The third variable that simultaneously influences on s and intersectional conflicts is interpersonal, it means that to the extent that relationship between stuff increases, intersectional correlation quality improves and causes increasing marketing strategy application ; therefore managers should increase relationship between stuff to reach at better results. Variable of social interaction is only influential in dimension of, but has no influence in intersectional conflicts; therefore manager is can causes improvement of by creating social interaction between stuff in two sections to increase the strategy application. REFERENCES Arthur J " effects of Human resource systems on manufacturing performance and turnover" Academy of Management Review, 37/4, Eng TY " An investigation into the mediating role of cross-functional coordination on linkage between organizational norms and SCM performance". 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