Title of article :
The Effect of Marketing Information Systems in Establishing Competitive Strategies In Dermot-Cosmetic Companies
Author/Authors :
Sadeghipor, Elnaz Department of Management - Islamic Azad University East Tehran Branch, Tehran, Iran , Tootian, Sedigheh Department of Management - Islamic Azad University East Tehran Branch, Tehran, Iran , Saeidi, Leila Department of Management - Islamic Azad University West Tehran Branch, Tehran, Iran
Abstract :
Nowadays marketers complain about the lack of correct information or large
amount of misinformation. The problem that managers deal with is not shortage
of knowledge, but massive information. To overcome this problem, a good
marketing information system balances the information users really need and
what is feasible to offer.
The objective of this study is to investigate the effect of marketing information
systems in formulation of competitive strategies with the role of cultural
strategies in case study of Dermot-cosmetic companies. Based on the objectives
of this research and data collection, method of the research is applied research
and type of research is descriptive-survey. Population of the study consisted of
500 managers of Dermot-cosmetic companies from Tehran city. Using the
Cochran formula, 218 samples were evaluated. Data was collected through selfadministered questionnaire which consisted of 44 items. The face and content
reliability of the research were evaluated by 30 experts and the validity was
examined by preliminary test with 30 subjects for all variables and it was higher
than (0.7) which is considered acceptable in this research. Data was analyzed
through the descriptive and inferential statistics of exploratory factor analysis
using SPSS 24 and confirmatory factor analysis with Smart PLS 2. Time, content,
form access and outputs of marketing information system affect marketing
information system. Marketing information system technology has a significant
effect on the formulation of cultural strategies and marketing information system
and cultural strategies have significant effect on competitive strategies.
using marketing information system can help to develop optimal competitive
strategies. Also, cultural strategies play the role of a mediator between marketing
information systems and competitive strategies and strengthen the effect of
marketing information systems on these strategies.
Keywords :
Marketing information system , competitive strategies , cultural strategies , demo-cosmetic companies
Journal title :
Journal of Industrial Strategic Management
