Identifying the Effective Factors of Strategic Alignment of Marketing with Information Technology (IT) in Organizations
Strategic alignment of marketing and information technology is one of the managers’ priorities in recent years, that should be considered in order to achieve optimal performance in the field of digital marketing. Applying information technology in a proper way, in line with marketing strategies, to...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | fas |
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Allameh Tabataba'i University Press
2020-11-01
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| Series: | مطالعات مدیریت کسب و کار هوشمند |
| Subjects: | |
| Online Access: | https://ims.atu.ac.ir/article_12043_aac8209e6b46d7048eb41247fdb61d36.pdf |
| _version_ | 1797386034665750528 |
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| author | Mona Jomipour Seyed Mohammad Bagher Jafari Mahnaz Hosseinzadeh Aghdas Soleimani |
| author_facet | Mona Jomipour Seyed Mohammad Bagher Jafari Mahnaz Hosseinzadeh Aghdas Soleimani |
| author_sort | Mona Jomipour |
| collection | DOAJ |
| description | Strategic alignment of marketing and information technology is one of the managers’ priorities in recent years, that should be considered in order to achieve optimal performance in the field of digital marketing. Applying information technology in a proper way, in line with marketing strategies, to meet marketing needs is the main emphasis of strategic alignment between marketing and information technology. Despite the growth of investment in marketing technologies and the necessity of strategic alignment in this field, the literature on identifying the effective factors for strategic alignment of marketing and information technology has not been addressed yet. Therefore, the main purpose of the current research is to identify the effectiveness in strategic alignment of marketing and information technology in organizations hoping to improve the efficiency of IT investments in marketing. The research is conducted in two stages applying a mixed approach. In the first stage, qualitative approach and semi-structured interview tools are used to identify and extract the factors from the experts’ perspectives. In the second step, quantitative approach and BWM technique are used to weight and prioritize the identified factors. The statistical population of this study includes all academic experts in the field of research and senior executives with experience in marketing and information technology in organizations with digital marketing who were selected by purposeful sampling. The findings of the study include 7 factors of support and support of senior marketing manager, IT capabilities, partnerships / communications, governance, marketing competencies, skills / manpower and competitive factors, of which partnership / communication has the most weight and importance and competitive / environmental factors with the least weight were the least important. |
| first_indexed | 2024-03-08T22:03:05Z |
| format | Article |
| id | doaj.art-37bde28183c640c8a21c4e00e47f8606 |
| institution | Directory Open Access Journal |
| issn | 2821-0964 2821-0816 |
| language | fas |
| last_indexed | 2024-03-08T22:03:05Z |
| publishDate | 2020-11-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | مطالعات مدیریت کسب و کار هوشمند |
| spelling | doaj.art-37bde28183c640c8a21c4e00e47f86062023-12-19T10:34:09ZfasAllameh Tabataba'i University Pressمطالعات مدیریت کسب و کار هوشمند2821-09642821-08162020-11-0193328732210.22054/IMS.2020.46521.159212043Identifying the Effective Factors of Strategic Alignment of Marketing with Information Technology (IT) in OrganizationsMona Jomipour0Seyed Mohammad Bagher Jafari1Mahnaz Hosseinzadeh2Aghdas Soleimani3Faculty member, Department of Management, Hazrat Masoumeh University, Qom Iran(Corresponding Author: monajami@ut.ac.ir)** Department of Management, School of Management and Accounting, Farabi Campus, University of Tehran, Tehran. IranDepartment of Industrial Management, School of Management, University of Tehran, Tehran IranM.Sc., Business Management, Strategic Management Tendency, Hazrat Masoumeh University, Qom IranStrategic alignment of marketing and information technology is one of the managers’ priorities in recent years, that should be considered in order to achieve optimal performance in the field of digital marketing. Applying information technology in a proper way, in line with marketing strategies, to meet marketing needs is the main emphasis of strategic alignment between marketing and information technology. Despite the growth of investment in marketing technologies and the necessity of strategic alignment in this field, the literature on identifying the effective factors for strategic alignment of marketing and information technology has not been addressed yet. Therefore, the main purpose of the current research is to identify the effectiveness in strategic alignment of marketing and information technology in organizations hoping to improve the efficiency of IT investments in marketing. The research is conducted in two stages applying a mixed approach. In the first stage, qualitative approach and semi-structured interview tools are used to identify and extract the factors from the experts’ perspectives. In the second step, quantitative approach and BWM technique are used to weight and prioritize the identified factors. The statistical population of this study includes all academic experts in the field of research and senior executives with experience in marketing and information technology in organizations with digital marketing who were selected by purposeful sampling. The findings of the study include 7 factors of support and support of senior marketing manager, IT capabilities, partnerships / communications, governance, marketing competencies, skills / manpower and competitive factors, of which partnership / communication has the most weight and importance and competitive / environmental factors with the least weight were the least important.https://ims.atu.ac.ir/article_12043_aac8209e6b46d7048eb41247fdb61d36.pdfstrategic alignmentstrategic alignment of marketing with information technologybest-worst technique |
| spellingShingle | Mona Jomipour Seyed Mohammad Bagher Jafari Mahnaz Hosseinzadeh Aghdas Soleimani Identifying the Effective Factors of Strategic Alignment of Marketing with Information Technology (IT) in Organizations مطالعات مدیریت کسب و کار هوشمند strategic alignment strategic alignment of marketing with information technology best-worst technique |
| title | Identifying the Effective Factors of Strategic Alignment of Marketing with Information Technology (IT) in Organizations |
| title_full | Identifying the Effective Factors of Strategic Alignment of Marketing with Information Technology (IT) in Organizations |
| title_fullStr | Identifying the Effective Factors of Strategic Alignment of Marketing with Information Technology (IT) in Organizations |
| title_full_unstemmed | Identifying the Effective Factors of Strategic Alignment of Marketing with Information Technology (IT) in Organizations |
| title_short | Identifying the Effective Factors of Strategic Alignment of Marketing with Information Technology (IT) in Organizations |
| title_sort | identifying the effective factors of strategic alignment of marketing with information technology it in organizations |
| topic | strategic alignment strategic alignment of marketing with information technology best-worst technique |
| url | https://ims.atu.ac.ir/article_12043_aac8209e6b46d7048eb41247fdb61d36.pdf |
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