Current Issues in the Role of Technology in Emerging Market Strategy

ABSTRACT

This paper reviews the relationship between technology and organizational strategy over the past 45 years and offers a conceptual framework for assessing the role of technology under alternative strategic environments. This review emphasizes the progression of the role of technology as process supporter to process enabler to process leader. The paper also presents an assessment of the rewards and risks of the use of information and information technology (IT) as a strategic competitive platform across market conditions. The unique challenge for nonprofits and public sector organizations is co-aligning technology and strategy under different environment circumstances to aggressively use information and IT as an impetus for citizen support.

KEYWORDS:

• Emerging markets
• information
• information technology
• international
• organizational strategy

Additional information

Notes on contributors

Kevin F. McCrohan

Kevin F. McCrohan, is Professor and Chairman of the Marketing Area at George Mason University, Fairfax, Virginia. He has served as a Chief Economist at the Internal Revenue Service (AACSB Federal Faculty Fellow) and Senior Fulbright Scholar at Trinity College in Dublin. He has published in a number of academic journals including the Journal of Marketing, California Management Review, Journal of Economic Psychology, and the Journal of the Market Research Society.

James W. Harvey

James W. Harvey, is Associate Professor of Marketing. He has published more than 30 works in venues that include Journal of Consumer Research, Business and Society, Long Range Planning, Journal of the Academy of Marketing Science, Journal of Professional Services Marketing, and Academy of Management Executive. His works span the areas of marketing management, nonprofit marketing, consumer behavior, and health care marketing. Kevin F. McCrohan, is Professor and Chairman of the Marketing Area at George Mason University, Fairfax, Virginia. He has served as a Chief Economist at the Internal Revenue Service (AACSB Federal Faculty Fellow) and Senior Fulbright Scholar at Trinity College in Dublin. He has published in a number of academic journals including the Journal of Marketing, California Management Review, Journal of Economic Psychology, and the Journal of the Market Research Society.