Role of marketing information system (MkIS) for the organizational culture and its effectiveness

摘要

In this paper, an attempt has been made to illustrate the role of marketing information system (MkIS) for organizational culture and its effectiveness. This study investigates the success factors of MkIS model. The study uses a survey analysis for 140 SMEs (Small and medium enterprise) of manufacturing sector of Punjab in India to understand the level of MkIS by firms. However, the development of MkIS depends largely on the organizational, technical, managerial and technical cultures/environments of a company. These cultures are to be nurtured and made developed in order to improve and install a sustainable MkIS for accomplishing the corporate objectives in the highly competitive world economy in the long run. The study uses Step-wise Regression technique to find the important variables of the MkIS model for enhancing the effectiveness of an organizational culture. These are MkIS sophistication, design characteristics of MkIS, capabilities of MkIS, primary characteristics of MkIS and hindrance factors of MkIS. The results depict that coefficient of determination is 0.508 and adjusted coefficient of determination is 0 .490. These predictors explain 49% of the variation.