Applying Marchand’s Information Orientation Theory to Sigma Kudos—an Information Product Company

Abstract: Marchand, Kettinger and Rollins’s (2001) definition of Information Orientation gave us  an  overall  understanding  about  company’s  information  management.  Different from  Market  Orientation  and  Customer  Orientation  etc.,  Information  Orientation Theory  focuses  on  study  of  how  interaction  of  people,  information  and  technology affect  business  performance.  It  pursues  to  establish  an  infrastructure  of  information technology application capabilities within a business organization to achieve effective information  use  and  business  performance  improvement.  In  this  study,  we  are applying  Marchand’s  Information  Orientation  Theory  to  the  information  technology application system of the Sigma Kudos, an Information Logistics Company by using Case Study methodology. We learnt that Marchand’s Information Orientation theory and  its  entities  can  be  used  perfectly  to  exam  and  measure  the  information management  capability  of  the  company.  During  the  study,  we  find  out  many interesting  aspects  which  information  product  companies  need  to  consider  about. Among  of  them,  one  aspect  is  the  main  finding  from  this  study  that  we  integrate resource and vision/strategy to the Information Orientation Theory as they are also the key areas that have an effective impact to a company’s business performance.