Exploration of the relationship between information systems (IS) activity and marketing activity in the case of 'X' Airlines in developing country

Abstract

Connecting 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'.