The relation between information management strategies and an organisations marketing strategy : a comparative study of three logistics companies

Abstract: The aim of this research is to examine the relation between an organisation´s information strategy and their marketing strategies. It also brings to surface what effects an effective working information strategy might have on an organisation´s marketing strategy. The research aim is to further also understand the concepts behind an organisation´s information strategy with regards to definitions and how they all relate to each other. An area this research aims to answer is the connection between communication and information sharing and marketing strategies. It will also go through how information sharing, knowledge sharing and internal communication can affect marketing strategies within the logistics industry. Furthermore, this research will look at internal and external communication as well as knowledge sharing and its effects on marketing in three different logistics companies. The result will be presented in a comparative study and interviews have been executed using a semi structured qualitative method. Conclusions made during the analysis suggest that information strategies and marketing strategies are very closely related and might be considered co-dependent. However, for an organisations information strategy to have a positive impact on an organisations marketing strategy, an information strategy has to be updated frequently and conceptualized with the organisations information policy. In addition, all co-workers ought to be involved in the information strategy and its information policy because by being so, it could generate a more effective workplace.