haku: @author Glazer, R. / yhteensä: 8
viite: 4 / 8
| Tekijä: | Glazer, R. |
| Otsikko: | Marketing in an information-intensive environment: strategic implications of knowledge as an asset. |
| Lehti: | Journal of Marketing
1991 : OCT, VOL. 55:4, p. 1-19 |
| Asiasana: | INFORMATION TECHNOLOGY MARKETING STRATEGY INFORMATION SYSTEMS ORGANIZATIONAL STRUCTURE |
| Kieli: | eng |
| Tiivistelmä: | A framework for thinking about the impact of information and information technology on marketing is presented. The focus is on the concept of "information" or "knowledge" as both an asset to be managed and a variable to be researched. A particular operationalization of the value of information in marketing contexts is developed. It can be used to describe firms in therms of their relative levels of "information intensity". A series of propositions examining the consequences of increasing information intensity for some key components of firm strategy and organizational structure is also presented. The concepts discussed are illustrated by a description of the transaction-based information systems implemented in a variety of firms. |
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