Removing silos to enable data-driven decisions: The importance of marketing and IT knowledge, cooperation, and information quality
Department
Marketing and Professional Sales
Document Type
Article
Publication Date
2-1-2023
Abstract
Business decision-making increasingly requires that the information technology (IT) and marketing functions work together. Despite their distinct objectives, marketing managers need improved access to data to drive strategy. Based on an absorptive-capacity perspective, this study examines how marketing and IT business knowledge at the executive level affect decision-making. Results indicate that IT business knowledge has a direct, positive effect on data-driven decision-making, and marketing business knowledge does not. In addition, information quality and marketing/IT cooperation have differential moderating effects.
Journal Title
Journal of Business Research
Journal ISSN
01482963
Volume
156
Digital Object Identifier (DOI)
10.1016/j.jbusres.2022.113471
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