The impact of IS-marketing alignment on marketing performance and business performance

Abstract

The importance of the alignment between information systems (IS) and the business has been emphasized for over a decade. To date, no empirical study has explored the impact of the alignment of IS and marketing, despite initial indications that such an alignment could impact favorably upon business performance. This study reports on a new conceptualization of alignment, together with the development and testing of a parsimonious model which addresses this issue. Data from a survey of 415 respondents from medium-large New Zealand companies were used to test the model. It was found that IS-marketing alignment had a positive impact on both business performance and marketing performance, and that marketing performance in turn had a modest but positive impact on business performance.