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dc.contributor.authorBasahel, A-
dc.contributor.authorIrani, Z-
dc.identifier.citationEuropean and Mediterranean Conference on Information Systems (EMCIS 2007), Valencia, Spain, 2007en_US
dc.description.abstractConnecting IS/IT strategy with business strategy has become a crucial issue. The level of integration between business strategies requires explanation of interrelationships, in order to achieve business goals with the available resources and markets conditions. This research is a holistic examination of the relationship between IS, business strategy and marketing in 'X' Airlines. Marketing is considered as core activity. The research design involves qualitative method. It covers the literature on IS integration, a case study approach to understand 'how' and 'why' in using IS in 'X'. The research discusses existing frameworks, both theoretical and practical, of IS strategic integration. The results show that there are relationships of traditional kind as back office support of IS for business strategy and marketing within 'X'.en_US
dc.subjectBusiness strategyen_US
dc.subjectInformation systems/Information technologyen_US
dc.subjectCase studyen_US
dc.titleExploration of the relationship between information systems (IS) activity and marketing activity in the case of 'X' Airlines in developing countryen_US
pubs.organisational-data/Brunel/Brunel Active Staff-
pubs.organisational-data/Brunel/Brunel Active Staff/Brunel Business School-
pubs.organisational-data/Brunel/Brunel Active Staff/Brunel Business School/Business-
pubs.organisational-data/Brunel/University Research Centres and Groups-
pubs.organisational-data/Brunel/University Research Centres and Groups/Brunel Business School - URCs and Groups-
pubs.organisational-data/Brunel/University Research Centres and Groups/Brunel Business School - URCs and Groups/Centre for Information Systems Evaluation and Integration-
Appears in Collections:Business and Management
Brunel Business School Research Papers

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