Marketing decision support systems in a small trading nation:: an Australian case study

Abstract

Compares the extent to which management decision support systems (MDSS) technology is applied in a country like Australia with a relatively small population, with countries with much larger populations such as the USA and UK. Combines the highlights of a literature review with an empirical study of Queensland firms. The empirical study yielded 708 usable responses. Results suggest that the stage of development of MDSS in Australia is clearly behind those in the northern hemisphere. Suggests that there is a need to develop training for people in the area of marketing information design, and that governments at the federal and state levels should develop ways of informing Australian business people of the value of MDSS along with the potential for developing a distinctive competence compared with firms which do not have an MDSS. Government and trade associations are in a unique position to stimulate through information, training and finance these important areas of a marketer′s strengths.

Citation

Buttery, A. and Tamaschke, R. (1995), "Marketing decision support systems in a small trading nation:: an Australian case study", Marketing Intelligence & Planning, Vol. 13 No. 2, pp. 14-28. https://doi.org/10.1108/02634509510083473