The Interaction of Information Technology

Abstract

The ability to manage information for the purpose of learning about markets and customers has received a great deal of attention in the past few years ( e.g., Hult and Ferrell l 997 Sinkula l 994 Slater and Naiver l 995). As competition continues to intensify, organizational leaders are finding that they can no longer rely on past success models, but must continually invest in new methods and tools for managing market and customer information.