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Business agility and internal marketing

Business agility and internal marketing There is a concept known as the information technology paradox where many senior managers in organisations recognise the worth of an effective information technology IT function but few truly understand its potential role and contribution in enhancing business value. Many reasons account for this paradox, which some have described as a gap or a poor relationship between the IT function and the rest of the organisation. The prevailing view is that it is not so much a question of technology content as technology context and process that provide the source to this gap. This paper focuses on the nature of this relationship and develops the concept of marketing the information systemsservices IS function to its internal customers internal marketing. Fundamentally, the same principles which are used to market solutions to the organisation's external customers can be employed to better segment, target and position the IS solutions to the internal customer base and these issues are explored. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Business Review Emerald Publishing

Business agility and internal marketing

Morgan, Robert E.
European Business Review , Volume 16 (5): 9 – Oct 1, 2004
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References (34)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0955-534X
DOI
10.1108/09555340410699811
Publisher site
See Article on Publisher Site

Abstract

There is a concept known as the information technology paradox where many senior managers in organisations recognise the worth of an effective information technology IT function but few truly understand its potential role and contribution in enhancing business value. Many reasons account for this paradox, which some have described as a gap or a poor relationship between the IT function and the rest of the organisation. The prevailing view is that it is not so much a question of technology content as technology context and process that provide the source to this gap. This paper focuses on the nature of this relationship and develops the concept of marketing the information systemsservices IS function to its internal customers internal marketing. Fundamentally, the same principles which are used to market solutions to the organisation's external customers can be employed to better segment, target and position the IS solutions to the internal customer base and these issues are explored.

Journal

European Business Review – Emerald Publishing

Published: Oct 1, 2004

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