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Information technology utilization for practical marketing activities: The IT-marketing gap
Mälardalen University, School of Business, Society and Engineering, Industrial Economics and Organisation. (IEO)ORCID iD: 0000-0001-7334-2480
Mälardalen University, School of Business, Society and Engineering, Industrial Economics and Organisation. (IEO)ORCID iD: 0000-0003-1463-1746
Uppsala Universitet.ORCID iD: 0000-0003-3322-437X
2013 (English)In: BUILDING AND MANAGING RELATIONSHIPS IN A GLOBAL NETWORK: CHALLENGES AND NECESSARY CAPABILITIES, 2013Conference paper, Published paper (Refereed)
Abstract [en]

This study investigates how industrial companies’ IT infrastructure match their applied marketing approach. The supporting theoretical framework is based upon the contemporary marketing practice (CMP) model that depicts companies as spanning from transactional to more relational and networked. This is supported by theories on the logic of IT systems and how users in industrial companies adopt them. The study is based upon two longitudinal subsequent case studies of a multinational company’s business with influential customers. The analysis shows that the utilized IT systems mainly follow efficiency logic that is useful for individual business transactions. However, the form of complex industrial business that industrial companies carries out are often relationship based and sometimes even incorporating the adjacent business network. Thus, there is a IT-marketing gap given that contemporary IT does not match the need the marketing practice of a modern industrial company.

Place, publisher, year, edition, pages
2013.
Keywords [en]
business relationship, business network, traContemporary marketing practice, information technology, transaction marketing, business relationship, business network
National Category
Business Administration
Research subject
Industrial Economics and Organisations
Identifiers
URN: urn:nbn:se:mdh:diva-22325OAI: oai:DiVA.org:mdh-22325DiVA, id: diva2:661155
Conference
The 29th International Marketing and Purchasing (IMP) Conference in Atlanta (GA), August 30 – September 2, 2013
Available from: 2013-11-01 Created: 2013-11-01 Last updated: 2015-11-16Bibliographically approved

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http://impgroup.org/uploads/papers/8138.pdf

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Ekman, PeterErixon, CeciliaThilenius, Peter

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf