The Relationship Between Market Orientation And Marketing Information Systems Effectiveness: An Empirical Investigation

Abstract

A growing body of literature has stressed the importance of market orientation in explaining and understanding different aspects of companies’ practices. However, little research has been done regarding the relationship between market orientation and marketing information systems effectiveness.  The findings would seem to suggest that market orientation has a significant impact on the effectiveness of marketing information systems. Furthermore, the results suggest that external dimensions of market orientation, such as customer orientation and competitor orientation related to the external dimensions of marketing information systems effectiveness such as productivity, efficiency. Similarly, the internal market orientation dimension such as interfunctional coordination are significantly and positively related to internal dimensions of marketing information systems effectiveness such as information management, internal communications. At the end, study limitations and future research directions are discussed.