Removing silos to enable data-driven decisions: The importance of marketing and IT knowledge, cooperation, and information quality

Stefan Sleep, Prachi Gala and Dana E. Harrison

Journal of Business Research, 2023, vol. 156, issue C

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.

Keywords: Marketing; Information technology; Data-driven decisions; Innovation; Financial performance; Information quality (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322009365

DOI: 10.1016/j.jbusres.2022.113471

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