Examining the relationship between information systems and marketing functions: the experience of a Middle East airline Online publication date: Tue, 07-Apr-2009
by Abdullah Basahel, Zahir Irani
International Journal of Business Information Systems (IJBIS), Vol. 4, No. 4, 2009
Abstract: Connecting the Information Systems/Information Technology (IS/IT) strategy with business strategy has become a crucial issue. The level of integration between business strategies requires the explanation of interrelationships, in order to achieve business goals with the available resources and market conditions. This research is a holistic examination of the relationship between IS, business strategy and marketing in 'X' Airlines. Marketing is considered as a core activity. The research design involves the qualitative method. It covers the literature on IS integration, a case study approach to understand the 'how' and 'why' of using IS in X. The research discusses existing frameworks, both theoretical and practical, of strategic IS integration. The results show that there are relationships of the traditional kind as the back-office support of IS for business strategy and marketing within X Airlines.
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