Information System Strategy and E-business MarketingTopologies

Due to the advancement of information technology and using of its advantage byorganizations the field of e-business marketing make so competitive. The area where alongthe success, many failures also be seen. Failure happen due to the use of constant strategieswhile the e-business environment is very dynamic and in such a context, strategy formulationand implementation is a challenge for e-business organization. In this research by usingliterature review and interviews with experts, a questionnaire was designed and by analyzingthe gathered data through surveys, the e-business key strategy factors such as technology,information systems, risk management and compliance were extracted. These key factors thenwere presented as the e-business marketing strategy model. The results suggest that dissimilardimensions of e-business strategy factors may not be equally conducive for differentmarketing strategies. Particularly, a risk management has insignificant relationship with anyof the marketing strategies; whereas a high level of compliance is positively associated onlywith a focus strategy. IT governance is positively associated with price leadership anddifferentiation strategies, but negatively linked with a focus strategy

کلیدواژه ها:

E-business ، Information System ، Marketing Strategy ، Compliance