Exploring the Relationship between Computerization and Marketing Performance Case Study: Snowa Company
The present study aims to explore the effect of
computerization on marketing performance in Snowa Company. In
other words, this study intends to respond to this question that
whether or not, is there any relationship between utilization of
computerization in marketing activities and marketing performance?
The statistical population included 60 marketing managers of Snowa
Company. In order to test the research hypotheses, Pearson
correlation coefficient was employed. The reliability was equal to
96.8%. In this study, computerization was the independent variable
and marketing performance was the dependent variable with
characteristics of market share, improving the competitive position,
and sales volume. The results of testing the hypotheses revealed that
there is a significant relationship between utilization of
computerization and market share, sales volume and improving the
competitive position.
[1] H. Madani, “The effect of automation systems on organizational
communications,” Tadbir Monthly Magazine, vol. 174, pp. 132-149,
2009.
[2] M. Soltani, and R. Heidari, “The effect of information technology on the
organization,: Academic J. of MA Students of Accounting and Financial
Man., J. of Man., vol. 40 & 41, 2005, pp. 103-118.
[3] H. Vazifedust, “Evaluation of the effect of specific characteristics and
environmental factors on marketing performance of food exporting
companies in Khorasan province,” Basirat J., vol. 38, 2002, pp. 154-
175.
[4] A. Sarafizadeh, A. “The effect of information technology on efficiency
of value chain of cooperatives,” Tadbir Monthly Magazine, vol. 4, pp.
29-54, 2011.
[5] R. Kalaei, “The effect of internet on marketing performance of life
insurance,” Iranian J. of Insurance Research, vol. 2, 2012, pp. 83-114.
[6] T. Hosseini, “Implementing conceptual e-marketing and the assessment
tool to measure nine capabilities of firms to pass from traditional
marketing to e-marketing,” Tadbir Monthly Magazine, vol. 57, pp. 120-
132, 2005.
[7] H. Mirfakhr-e-din, “Characteristics of virtual organizations,” Tadbir
Monthly Magazine, vol. 117, pp. 56-67, 2002.
[8] H. Vefghi, “The effect of information systems and information
technology on information flow of labor market,” J. of Labor and
Society, vol. 60, pp. 44-52, 2006.
[9] R. Gholipour, “The effect of information technology on organizational
structure and labor force structure,” Man. Culture, vol. 7, pp. 127-154,
2005.
[10] S. Parvizi, “The role of information and communications technology
(ICT) in developing life insurance,” Tadbir Monthly Magazine, vol. 153,
pp. 75-82, 2008.
[11] M.E. Porter, “Competitive advantage: Creating and sustaining superior
performance,” 2nd Ed. New York: Free Press, 1998.
[12] A. Sarafizadeh, “Identification of prohibitive factors of effective
utilization of information technology from the viewpoint of tax affairs
employees in Tehran province,” J. of Man., vol. 48 & 49, 2011, pp. 26-
39.
[13] M.R. Faraji, “The effect of information technology on organizational
productivity,” J. of Man., vol. 86, 2012, pp. 44-49.
[14] S.H. Azizi, H. Hosseini, and KH. Shaban Elahi, “Identification of
obstacles and strategies of using e-commerce,” Iranian J. of Trade
Studies, vol. 37, 2006, pp. 63-89.
[15] H. Mirfakhraei, “Characteristics of virtual organizations,” Tadbir
Monthly Magazine, vol. 117, pp. 51-60, 2002.
[16] M. Aradli, “The effect of information technology on total quality
management,” J. of Man., vol. 165, 2013, pp. 17-31.
[17] M. Arabi, “Exploring environmental obstacles and proposing a suitable
model to use e-commerce in Iran,” J. of Ind. Man., vol. 6, 2005, pp. 57-
67.
[18] M. Arabi, (2012). “An integrated model of production, marketing, and
business and its effect on performance of the organization,” Studies on
Change Management and Improvement, vol. 64, pp. 89-116, 2012.
[19] SH. Azizi, “Competitive advantage in e-commerce,” Tadbir Monthly
Magazine, vol. 143, pp. 28-49, 2006.
[20] R. Eslami, “The effects of information technology on customization
capability of manufacturing plants”,” Academic J. of MA Students, vol.
7, pp. 65-89, 2009.
[21] S. Fathi, “Relationship between information technology and
performance of business firms,” Iranian J. of Trade Studies, vol. 42,
2008, pp. 263-299.
[1] H. Madani, “The effect of automation systems on organizational
communications,” Tadbir Monthly Magazine, vol. 174, pp. 132-149,
2009.
[2] M. Soltani, and R. Heidari, “The effect of information technology on the
organization,: Academic J. of MA Students of Accounting and Financial
Man., J. of Man., vol. 40 & 41, 2005, pp. 103-118.
[3] H. Vazifedust, “Evaluation of the effect of specific characteristics and
environmental factors on marketing performance of food exporting
companies in Khorasan province,” Basirat J., vol. 38, 2002, pp. 154-
175.
[4] A. Sarafizadeh, A. “The effect of information technology on efficiency
of value chain of cooperatives,” Tadbir Monthly Magazine, vol. 4, pp.
29-54, 2011.
[5] R. Kalaei, “The effect of internet on marketing performance of life
insurance,” Iranian J. of Insurance Research, vol. 2, 2012, pp. 83-114.
[6] T. Hosseini, “Implementing conceptual e-marketing and the assessment
tool to measure nine capabilities of firms to pass from traditional
marketing to e-marketing,” Tadbir Monthly Magazine, vol. 57, pp. 120-
132, 2005.
[7] H. Mirfakhr-e-din, “Characteristics of virtual organizations,” Tadbir
Monthly Magazine, vol. 117, pp. 56-67, 2002.
[8] H. Vefghi, “The effect of information systems and information
technology on information flow of labor market,” J. of Labor and
Society, vol. 60, pp. 44-52, 2006.
[9] R. Gholipour, “The effect of information technology on organizational
structure and labor force structure,” Man. Culture, vol. 7, pp. 127-154,
2005.
[10] S. Parvizi, “The role of information and communications technology
(ICT) in developing life insurance,” Tadbir Monthly Magazine, vol. 153,
pp. 75-82, 2008.
[11] M.E. Porter, “Competitive advantage: Creating and sustaining superior
performance,” 2nd Ed. New York: Free Press, 1998.
[12] A. Sarafizadeh, “Identification of prohibitive factors of effective
utilization of information technology from the viewpoint of tax affairs
employees in Tehran province,” J. of Man., vol. 48 & 49, 2011, pp. 26-
39.
[13] M.R. Faraji, “The effect of information technology on organizational
productivity,” J. of Man., vol. 86, 2012, pp. 44-49.
[14] S.H. Azizi, H. Hosseini, and KH. Shaban Elahi, “Identification of
obstacles and strategies of using e-commerce,” Iranian J. of Trade
Studies, vol. 37, 2006, pp. 63-89.
[15] H. Mirfakhraei, “Characteristics of virtual organizations,” Tadbir
Monthly Magazine, vol. 117, pp. 51-60, 2002.
[16] M. Aradli, “The effect of information technology on total quality
management,” J. of Man., vol. 165, 2013, pp. 17-31.
[17] M. Arabi, “Exploring environmental obstacles and proposing a suitable
model to use e-commerce in Iran,” J. of Ind. Man., vol. 6, 2005, pp. 57-
67.
[18] M. Arabi, (2012). “An integrated model of production, marketing, and
business and its effect on performance of the organization,” Studies on
Change Management and Improvement, vol. 64, pp. 89-116, 2012.
[19] SH. Azizi, “Competitive advantage in e-commerce,” Tadbir Monthly
Magazine, vol. 143, pp. 28-49, 2006.
[20] R. Eslami, “The effects of information technology on customization
capability of manufacturing plants”,” Academic J. of MA Students, vol.
7, pp. 65-89, 2009.
[21] S. Fathi, “Relationship between information technology and
performance of business firms,” Iranian J. of Trade Studies, vol. 42,
2008, pp. 263-299.
@article{"International Journal of Business, Human and Social Sciences:71831", author = "Mojtaba Molaahmadi and Morteza Raei Dehaghi and Abdolrahim Arghavan", title = "Exploring the Relationship between Computerization and Marketing Performance Case Study: Snowa Company", abstract = "The present study aims to explore the effect of
computerization on marketing performance in Snowa Company. In
other words, this study intends to respond to this question that
whether or not, is there any relationship between utilization of
computerization in marketing activities and marketing performance?
The statistical population included 60 marketing managers of Snowa
Company. In order to test the research hypotheses, Pearson
correlation coefficient was employed. The reliability was equal to
96.8%. In this study, computerization was the independent variable
and marketing performance was the dependent variable with
characteristics of market share, improving the competitive position,
and sales volume. The results of testing the hypotheses revealed that
there is a significant relationship between utilization of
computerization and market share, sales volume and improving the
competitive position.
", keywords = "Computerization, e-marketing information,
information technology, marketing performance.", volume = "9", number = "11", pages = "4045-4", }
