An empirical investigation of facilitated GSS support for marketing strategy development by information-enabled alliances.

摘要

In order to prosper, companies strive to invent and deliver innovations to the marketplace. Information-enabled alliances and interorganizational systems have emerged as potential sources of competitive advantage for organizations seeking to gain market advantages. However, these multifirm organizations forms suffer from role, goal, and interpersonal conflict. This study examines the impact that the facilitated use of a Group Support System (facilitated GSS) had on the development of information technology-based strategic marketing plans by three information-enabled alliance teams within the context of a cooperative conflict contingency model. Four propositions pertaining to Participation, Satisfaction, Group Conflict, and Opportunism are presented and explored in three longitudinal case studies involving multi-organizational marketing alliance teams from private and public sector organizations.;The results from these three case studies and an initial Pilot study support the propositions and research model, and offer some rich insights into the impact of GSS on multi-organizational marketing alliance teams. Participation in the meetings increased with introduction of the facilitated GSS. Participants were generally satisfied with the process undertaken in their meetings, and with their outcomes. Using the facilitated GSS resulted in lower overall levels of conflict in the teams, and allowed the conflict that surfaced to be dealt with in a more constructive and creative manner. Finally, the teams engaged in this research program displayed a lower tendency to behaving opportunistically towards one another.;A number of interesting themes pertaining to power emerged from this research and are discussed.;For researchers, this study extends existing knowledge by examining the impact of a GSS on real groups, with real problems, over time. It contributes to our understanding of group processes, and the unique challenges faced by alliances. For practitioners, this research offers insights into ways in which an alliance might optimally use a GSS.