{"title":"Exploring the Relationship between Computerization and Marketing Performance Case Study: Snowa Company","authors":"Mojtaba Molaahmadi, Morteza Raei Dehaghi, Abdolrahim Arghavan","volume":107,"journal":"International Journal of Economics and Management Engineering","pagesStart":4045,"pagesEnd":4049,"ISSN":"1307-6892","URL":"https:\/\/publications.waset.org\/pdf\/10003343","abstract":"
The present study aims to explore the effect of
\r\ncomputerization on marketing performance in Snowa Company. In
\r\nother words, this study intends to respond to this question that
\r\nwhether or not, is there any relationship between utilization of
\r\ncomputerization in marketing activities and marketing performance?
\r\nThe statistical population included 60 marketing managers of Snowa
\r\nCompany. In order to test the research hypotheses, Pearson
\r\ncorrelation coefficient was employed. The reliability was equal to
\r\n96.8%. In this study, computerization was the independent variable
\r\nand marketing performance was the dependent variable with
\r\ncharacteristics of market share, improving the competitive position,
\r\nand sales volume. The results of testing the hypotheses revealed that
\r\nthere is a significant relationship between utilization of
\r\ncomputerization and market share, sales volume and improving the
\r\ncompetitive position.<\/p>\r\n","references":"[1] H. Madani, \u201cThe effect of automation systems on organizational\r\ncommunications,\u201d Tadbir Monthly Magazine, vol. 174, pp. 132-149,\r\n2009.\r\n[2] M. Soltani, and R. Heidari, \u201cThe effect of information technology on the\r\norganization,: Academic J. of MA Students of Accounting and Financial\r\nMan., J. of Man., vol. 40 & 41, 2005, pp. 103-118.\r\n[3] H. Vazifedust, \u201cEvaluation of the effect of specific characteristics and\r\nenvironmental factors on marketing performance of food exporting\r\ncompanies in Khorasan province,\u201d Basirat J., vol. 38, 2002, pp. 154-\r\n175.\r\n[4] A. Sarafizadeh, A. \u201cThe effect of information technology on efficiency\r\nof value chain of cooperatives,\u201d Tadbir Monthly Magazine, vol. 4, pp.\r\n29-54, 2011.\r\n[5] R. Kalaei, \u201cThe effect of internet on marketing performance of life\r\ninsurance,\u201d Iranian J. of Insurance Research, vol. 2, 2012, pp. 83-114.\r\n[6] T. Hosseini, \u201cImplementing conceptual e-marketing and the assessment\r\ntool to measure nine capabilities of firms to pass from traditional\r\nmarketing to e-marketing,\u201d Tadbir Monthly Magazine, vol. 57, pp. 120-\r\n132, 2005.\r\n[7] H. Mirfakhr-e-din, \u201cCharacteristics of virtual organizations,\u201d Tadbir\r\nMonthly Magazine, vol. 117, pp. 56-67, 2002.\r\n[8] H. Vefghi, \u201cThe effect of information systems and information\r\ntechnology on information flow of labor market,\u201d J. of Labor and\r\nSociety, vol. 60, pp. 44-52, 2006.\r\n[9] R. Gholipour, \u201cThe effect of information technology on organizational\r\nstructure and labor force structure,\u201d Man. Culture, vol. 7, pp. 127-154,\r\n2005.\r\n[10] S. Parvizi, \u201cThe role of information and communications technology\r\n(ICT) in developing life insurance,\u201d Tadbir Monthly Magazine, vol. 153,\r\npp. 75-82, 2008.\r\n[11] M.E. Porter, \u201cCompetitive advantage: Creating and sustaining superior\r\nperformance,\u201d 2nd Ed. New York: Free Press, 1998.\r\n[12] A. Sarafizadeh, \u201cIdentification of prohibitive factors of effective\r\nutilization of information technology from the viewpoint of tax affairs\r\nemployees in Tehran province,\u201d J. of Man., vol. 48 & 49, 2011, pp. 26-\r\n39.\r\n[13] M.R. Faraji, \u201cThe effect of information technology on organizational\r\nproductivity,\u201d J. of Man., vol. 86, 2012, pp. 44-49.\r\n[14] S.H. Azizi, H. Hosseini, and KH. Shaban Elahi, \u201cIdentification of\r\nobstacles and strategies of using e-commerce,\u201d Iranian J. of Trade\r\nStudies, vol. 37, 2006, pp. 63-89.\r\n[15] H. Mirfakhraei, \u201cCharacteristics of virtual organizations,\u201d Tadbir\r\nMonthly Magazine, vol. 117, pp. 51-60, 2002.\r\n[16] M. Aradli, \u201cThe effect of information technology on total quality\r\nmanagement,\u201d J. of Man., vol. 165, 2013, pp. 17-31.\r\n[17] M. Arabi, \u201cExploring environmental obstacles and proposing a suitable\r\nmodel to use e-commerce in Iran,\u201d J. of Ind. Man., vol. 6, 2005, pp. 57-\r\n67.\r\n[18] M. Arabi, (2012). \u201cAn integrated model of production, marketing, and\r\nbusiness and its effect on performance of the organization,\u201d Studies on\r\nChange Management and Improvement, vol. 64, pp. 89-116, 2012.\r\n[19] SH. Azizi, \u201cCompetitive advantage in e-commerce,\u201d Tadbir Monthly\r\nMagazine, vol. 143, pp. 28-49, 2006.\r\n[20] R. Eslami, \u201cThe effects of information technology on customization\r\ncapability of manufacturing plants\u201d,\u201d Academic J. of MA Students, vol.\r\n7, pp. 65-89, 2009.\r\n[21] S. Fathi, \u201cRelationship between information technology and\r\nperformance of business firms,\u201d Iranian J. of Trade Studies, vol. 42,\r\n2008, pp. 263-299.","publisher":"World Academy of Science, Engineering and Technology","index":"Open Science Index 107, 2015"}