한미간의 마케팅정보시스템 운영실태 비교

A comparison between Korea and the U.S. firms in operating marketing information systems

The introduction of globalization has lead the marketing information systems(MkIS) to become a competitive weapon, since the MkIS are an important vehicle in the global market that supports firms in making decisions on the management of marketing-related activities. Yet there has been little investigation in Korea on the operation of MkIS. This paper replicates the research conducted in the U.S. on the operation of MkIS in the Korean environment, after a model on this operation is developed. Data were collected from firms in Korea, and research findings based on the analysis of these data were compared with those from the U.S. research. Based on this comparison, this paper suggestes a better way to address the problems Korean firms have and generates directions on future research in the operation of MkIS.