Abstract
ABSTRACT Information governance is crucial for firm performance. Marketing managers have been actively engaged in data analytics and information management for decision-making. Because of the role both marketing and information technology units play in information and data management, information governance needs to be well-defined in a firm. Using structure-strategy-process theory as the foundation, the authors define information governance as consisting of three dimensions: strategy, structure, and process. Based on a survey of 147 marketing managers, we demonstrate that strategy and process result in improved information quality, which enhances firm performance. IT/marketing collaboration further enhances the relationship between information strategy and information quality. The detailed analyses, results, and implications are discussed.
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