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Business agility and internal marketing

Morgan, Robert E. ORCID: 2004. Business agility and internal marketing. European Business Review 16 (5) , pp. 464-472. 10.1108/09555340410699811

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There is a concept known as the information technology paradox – where many senior managers in organisations recognise the worth of an effective information technology (IT) function but few truly understand its potential role and contribution in enhancing business value. Many reasons account for this paradox, which some have described as a “gap” or a poor relationship between the IT function and the rest of the organisation. The prevailing view is that it is not so much a question of technology content as technology context and process that provide the source to this gap. This paper focuses on the nature of this relationship and develops the concept of marketing the information systems/services (IS) function to its internal customers – internal marketing. Fundamentally, the same principles which are used to market solutions to the organisation's external customers can be employed to better segment, target and position the IS solutions to the internal customer base and these issues are explored.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4050 Electronic information resources
Uncontrolled Keywords: Channel relationships; Internal marketing; Service quality assurance
Publisher: Emerald
ISSN: 0955-534X
Last Modified: 21 Oct 2022 10:02

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