Marketing information use and organisational performance: the mediating role of responsiveness

Author： Souchon Anne L. Cadogan John W. Procter David B. Dewsnap Belinda

ISSN： 1466-4488

Source： Journal of Strategic Marketing, Vol.12, Iss.4, 2004-12, pp. : 231-242

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Abstract

While marketing information use is often cited as a critical facet of decision-making and a key denominator of competitive firms, little empirical evidence currently exists on its relationship to organisational performance. The current study addresses this gap by examining the mediating role that responsiveness plays in the use-performance relationship. A structured questionnaire was administered to New Zealand manufacturers, and 253 useable mail responses were obtained. Measures were developed using exploratory and confirmatory factor analyses, and hypotheses were tested via moderated hierarchical regression. The findings indicate the positive effect of the instrumental/conceptual use of information on responsiveness, albeit moderated by information overload. Inter-functional co-ordination was also found to play a critical role. Responsiveness was, in turn, found to be positively related to organisational performance.