Organizational Characteristics and Marketing Information Systems: A Study of Large Scale Companies in Taiwan


More and more companies today recognize that corporate success is, in most cases, synonymous with marketing success. Marketing success depends on whether or not the company can always meet the needs of customers and environment. The information processing requirements of companies are expanding as their competitive environment becomes more complex. To handle the increasing external and internal information and to improve decision quality, many companies have already developed marketing information systems. This research discusses the essence and evolution of Marketing Information Systems (MKIS) and reviews the literature about this subject. It surveys the marketing departments of the top 1000 companies in Taiwan, and reports status of MKIS. It explores the differences in MKIS status under different industry type. It also examines the relationship between MKIS quality with organizational climate and information system climate.

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