Title: Examining the relationship between information systems and marketing functions: the experience of a Middle East airline

Authors: Abdullah Basahel, Zahir Irani

Addresses: Brunel Business School, Brunel University, Uxbridge, Middlesex UB8 3PH, UK. ' Information Systems Evaluation and Integration Group (ISEIG), Brunel Business School, Brunel University, Uxbridge, Middlesex UB8 3PH, UK

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.

Keywords: business strategy; information systems; information technology; IS/IT strategy; integration; marketing; case study; Middle East; airlines; information integration.

DOI: 10.1504/IJBIS.2009.024503

International Journal of Business Information Systems, 2009 Vol.4 No.4, pp.403 - 418

Published online: 07 Apr 2009 *

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