What is Mechanistic Organisation

The traditional channels of marketing are gradually being transformed by, or assimilated into, the global network represented by the Internet and modern information technology (IT) applications. Unfortunately, in most cases, the current IT systems are not fluid and dynamic enough to cope with ubiquitous customers who can contact the firm through a multitude of communication channels, such as mobile phones, Internet, or fax. The effective implementation of modern marketing strategies depends on the effective use of IT systems and procedures. Internet-based technology can facilitate information dissemination, file transformation, data mining, and processing (Roberts, Raymond, & Hazard, 2005), which creates opportunities for the development and implementation of efficient customer relationship management systems. On the other hand, the new information technologies can also be used to increase the employees’ satisfaction and productivity (Dorgan, 2003; Eichorn, 2004). Thus, the implementation and use of an efficient IT system for business and marketing activities becomes a fundamental task, which should be managed jointly by business specialists and IT professionals (Wierenga & Van Bruggen, 2000). Unfortunately, these opportunities are hindered by many challenges at organisational or managerial levels, such as defining and restructuring the internal and the external sources of information, centralising the marketing database, and integrating the IT and marketing procedures at operational level. Considering all these issues this paper attempts, on the basis of secondary data, to provide an overview of the main issues related with the implementation of IT systems in business organisations and the challenges related with the integration between information technology and marketing systems. After a brief presentation of the previous research on this topic, the paper presents the stages of a gradual integration of IT systems in a business organisation and proposes a theoretical model