Alignment through Cross-Functional Integration

Abstract

The strategic alignment model presented in the first chapter of this book clearly identifies cross-functional integration as a critical dimension of IT alignment. This chapter focuses on the assessment and improvement of functional integration and presents a model for understanding how cross-functional integration between IT and other functional areas leads to more effective IT alignment at the functional level. By moving to higher levels in this “integration hierarchy” model, organizations can expect to achieve a higher degree of IT alignment. To provide context, the chapter presents the integration hierarchy model by focusing on the marketing and IT units. This cross-functional interface is a particularly important area for IT alignment given the environmental demand for effective e-commerce and data warehousing solutions. However, as later sections of this chapter will discuss, there are implications for the model for both practitioners and researchers beyond the marketing and IT interface.