IS-Marketing Alignment: Its Impacts on Marketing Performance and on Business Performance
نویسندگان
چکیده
The importance of alignment between information systems and the business has been referred to in both the practitioner literature and in academic research for some years. A number of rigorous studies have ascertained the relevance of IS-business alignment as an important matter. The alignment of information systems with other business functions – such as the marketing function – has been alluded to as well, but not previously empirically examined in depth. This study uses data from 175 large New Zealand companies to show that strategic alignment between IS and marketing can be reliably measured, and that this alignment exerts a significant and material impact on (a) marketing performance, and (b) business performance.
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