The importance of the alignment between information systems (IS) and the business has been emphasized for over a decade. To date, no empirical study has explored the impact of the alignment of IS and marketing, despite initial indications that such an alignment could impact favorably upon business performance. This study reports on a new conceptualization of alignment, together with the development and testing of a parsimonious model which addresses this issue. Data from a survey of 415 respondents from medium-large New Zealand companies were used to test the model. It was found that IS-marketing alignment had a positive impact on both business performance and marketing performance, and that marketing performance in turn had a modest but positive impact on business performance. © 2010, Authors. All rights reserved.
CITATION STYLE
Hooper, V. A., Huff, S. L., & Thirkell, P. C. (2010). The Impact of IS-Marketing Alignment on Marketing Performance and Business Performance. Data Base for Advances in Information Systems, 41(1), 36–55. https://doi.org/10.1145/1719051.1719054
Mendeley helps you to discover research relevant for your work.