Marketing Is from Mars, IT Is from Venus: Aligning the Worldviews for Firm Performance

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題名:	Marketing Is from Mars, IT Is from Venus: Aligning the Worldviews for Firm Performance
作者:	王存國;Huang, Ming-Hui;Wang, Eric T. G.
貢獻者:	管理學院資訊管理學系
關鍵詞:	Alignment;Appreciation;Appropriate technologies;Appropriate technology;Collaboration;Corporate culture;Cultural Orientation;Culture;Customer Relationship Management;Economic performance;Firm Performance;Hierarchy;Information technology;Knowledge Management;Linear analysis;Linear models;Managers;Marketing;Organizational culture;Organizational effectiveness;Organizational learning;Organizational performance;Perceptions;Studies;Technology Strategy;Worldview
日期:	2013-02-01
上傳時間:	2026-04-23 13:46:47 (UTC+8)
出版者:	Wiley-Blackwell Publishing Ltd;Atlanta: Blackwell Publishing Ltd
摘要:	摘要： A typical firm is operated by multiple functional managers who may collaborate as well as compete to achieve firm performance. In the digital age, firm performance is essentially customer‐dependent and technology‐dependent, with both marketing and information technology (IT) playing key roles. Unfortunately the two functions often have very different worldviews. We show how these differences can damage firm performance, and suggest ways to mitigate this damage. We build a worldview difference model, synthesized from multiple disciplines. The model is tested using both matched and nonmatched observations from marketing and IT managers, and is analyzed with hierarchical linear models using both perceptual and objective firm performance data over a 4‐year period. We find that differences between the beliefs and perceptions of marketing managers and IT managers generate a negative impact on firm performance, and suggest appropriate technology‐culture associations to effectively align their worldviews for firm performance. To improve firm performance, a cross‐functional appreciation for market and technology drivers can be achieved by making marketing managers more learning‐oriented and by providing IT managers a culture that is congruent with technology. 其他題名： Decision Sciences 出版者： Atlanta: Blackwell Publishing Ltd 出版日期： 2013-02 出處： Decision sciences, 2013-02, Vol.44 (1), p.87-125 資源來源： Business Source Premier - EBSCO 版權： 2013 The Authors Decision Sciences Journal © 2013 Decision Sciences Institute 版權： Copyright American Institute for Decision Sciences Feb 2013 識別號： ISSN: 0011-7315 識別號： EISSN: 1540-5915 識別號： DOI: 10.1111/j.1540-5915.2012.00396.x 識別號： CODEN: DESCDQ
顯示於類別:	[資訊管理學系] 期刊論文

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