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Business agility and internal marketing

Robert E. Morgan (School of Management and Business, University of Wales Aberystwyth, Penglais, Aberystwyth, UK)

European Business Review

ISSN: 0955-534X

Article publication date: 1 October 2004



There is a concept known as the information technology paradox – where many senior managers in organisations recognise the worth of an effective information technology (IT) function but few truly understand its potential role and contribution in enhancing business value. Many reasons account for this paradox, which some have described as a “gap” or a poor relationship between the IT function and the rest of the organisation. The prevailing view is that it is not so much a question of technology content as technology context and process that provide the source to this gap. This paper focuses on the nature of this relationship and develops the concept of marketing the information systems/services (IS) function to its internal customers – internal marketing. Fundamentally, the same principles which are used to market solutions to the organisation's external customers can be employed to better segment, target and position the IS solutions to the internal customer base and these issues are explored.



Morgan, R.E. (2004), "Business agility and internal marketing", European Business Review, Vol. 16 No. 5, pp. 464-472.



Emerald Group Publishing Limited

Copyright © 2004, Authors

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