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.
European Business Review – Emerald Publishing
Published: Oct 1, 2004