Stakes of collaboration information systems: An analysis of point of view of the marketing managers in France

Abstract

Our research aims at demonstrating the role of information system in the field of marketing. It is particularly a question of understanding the stakes of the information systems through its capacity to influence the marketing service of the big companies. With the changes of the environment, the problem of controlling commercial information emerges from both the theoretical and the practical point of views. Facing these problems the concepts of market scanning networks and sharing of information take more and more place in the management of the information system of the company. The conceptualization of this problem research hypothesis makes it possible to note the contribution of information systems in marketing. Therefore, in this study, we want to test if the information systems based on information sharing and networks can influence the commercial performance of the big companies. This method we used is called investigation by questionnaire. The results make it possible for us to identify significant influences of the market scanning and information technologies on the sales performance.

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Cite this paper

@inproceedings{Ramarotafika2006StakesOC, title={Stakes of collaboration information systems: An analysis of point of view of the marketing managers in France}, author={Lazanialina Lala Ramarotafika}, booktitle={AIM Conference}, year={2006} }