Background: Human resource management (HRM), has been introduced as one of the most critical areas in developed societies, but in many developing countries it has not received much attention. A review of literature in this area indicates that human resource management strongly influences strategies and Performance.
Purpose: The main purpose of this study is to investigate the impact of HRM policies on marketing strategies and organization performance.
Research Design: This study is applied in terms of research purpose and is a survey in terms of method. The statistical population of the study is consisted of service and manufacturing SMEs active in Shiraz industrial town (368 companies). By available sampling method, 188 companies were selected as the research sample. In order to assess the variables of the study, a questionnaire was used. In addition to the construct and content validation of the questionnaire, Cronbach’s alpha reliability coefficient was found to be 85.2 percent. The collected data were analyzed using statistical software packages SPSS 25 and LISREL 8.80.
Research Findings: According to the analysis, the data obtained from the research questionnaires were normal. Also, Pearson correlation coefficients for research variables demonstrated good values. All LISREL and SPSS outputs showed suitable values. The measurement model and the structural model both had appropriate path coefficients and desirable T-values. The research results indicated that HRM policies had a positive and significant effect on marketing strategies and organization performance. Also, marketing strategies had a positive and significant effect on organization performance. Furthermore, marketing strategies had a positive and significant mediating role in the relationship between HRM policies and organization performance. Therefore, all four hypotheses were confirmed with 95 percent of confidence level.
Originality/Value: Although the previous studies did not provide a comprehensive