The impact of information governance on information quality and firm performance: role of IT/marketing collaboration

ABSTRACT

Information governance is crucial for firm performance. Marketing managers have been actively engaged in data analytics and information management for decision-making. Because of the role both marketing and information technology units play in information and data management, information governance needs to be well-defined in a firm. Using structure-strategy-process theory as the foundation, the authors define information governance as consisting of three dimensions: strategy, structure, and process. Based on a survey of 147 marketing managers, we demonstrate that strategy and process result in improved information quality, which enhances firm performance. IT/marketing collaboration further enhances the relationship between information strategy and information quality. The detailed analyses, results, and implications are discussed.

KEYWORDS:

• Marketing/IT collaboration
• information quality
• information governance
• firm performance

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1. We thank the anonymous reviewer for pointing out these important limitations of our study.

Additional information

Funding

This work was supported by a grant from the Harold and Muriel Berkman Charitable Foundation.