Learning to Thread the Needle: Information Technology Strategy

We also found evidence of a direct relationship between IT-enabled communications and marketing productivity and performance. These findings suggest that two IT-enabled roles are perceived within the marketing function. First, IT-enabled communications are guided by the strategic percepts of organizational learning and market orientation to provide superior customer value. Second, IT-enabled communications, unguided by organizational learning and market orientation, are used tactically to provide information and control in support of managerial efforts to lower costs and increase factor utilization.

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