WAITING FOR THE OTHER SHOE TO DROP: HAS INFORMATION TECHNOLOGY INTEGRATED MARKETING OPERATIONS WITH MARKETING STRATEGY?

摘要

This research empirically reconsiders Good and Stone's hypothesis of a "...two-stage process ... in which: (1) computer use improves managers' operational capabilities, and (2) these improved operational capabilities lead to successful computer systems that foster improved strategies". Based on their analysis, the original authors concluded support for the first stage. However, they were unable to find support for the second. The current study analyzes the data provided by the respondents of a recent national random sample of marketing managers to retest the original model. The results confirmed the significance of information technology in integrating marketing operations with marketing strategies. The findings offer support for the posited second stage. It seems that the other shoe has dropped.