Fourthly, performance tracking: MIS can also provide data on the performance of marketing campaigns, sales channels, and other business activities (Junejo et al., 2022). This can help organizations track their progress towards business goals, identify areas for improvement, and make data-driven decisions (Chopra et al., 2022).
Finally, decision-making: Finally, MIS can help organizations make more informed and effective decisions by providing reliable, up-to-date information about the market environment (Ming et al., 2021). By using MIS to inform decision-making, organizations can reduce risk, optimize resources, and maximize business results (Ming et al., 2021).
Overall, the Marketing Information System can be a strategic asset for organizations that invest in collecting, analyzing, and leveraging marketing data (Meeen et al., 2020a). By using MIS to gain insights into customers, competitors, and the market environment, organizations can develop more effective marketing strategies, make better decisions, and achieve their business objectives (Mishra & Pradhan, 2019) .
Information is a crucial strategic asset that enables companies to make informed decisions, anticipate market changes, and gain a competitive edge in the global market (Fang et al., 2022). As a result, the importance of information has a big impact on how big organizations are structured (Souza Monteiro et al., 2020).
Firstly, the importance of information has led to the development of a knowledge-based economy, where companies focus on creating and leveraging knowledge to create value (Lehtinen et al., 2019). This has resulted in the emergence of new organizational structures, such as networked organizations, where companies form alliances and partnerships to share information and expertise (Lehtinen et al., 2019).
Secondly, information has led to the decentralization of decision-making processes in global corporations (Ozgur et al., 2021). This is due to the fact that local decision-making is most effective when based on information, where managers have access to relevant information and can make decisions that are responsive to local market conditions (Ozgur et al., 2021).
Thirdly, information has led to the creation of flatter organizational structures, with fewer hierarchical layers between top management and front-line employees (Shah et al., 2020). This is because information is more likely to flow freely in organizations with fewer hierarchical barriers, enabling employees to make better-informed decisions and act more quickly in response to changing market conditions (Sri Ramalu & Janadari, 2022).
Fourthly, the role of information has led to the development of new job roles and skills in global corporations (Mikalef et al., 2020). For example, data analysts and data scientists are increasingly important in helping companies to gather and analyze large amounts of data to make informed decisions (Mikalef et al., 2020).
Finally, the importance of information has led to increased investment in technology and infrastructure to support the collection, storage, and analysis of data (Sharma & Aparicio, 2022). This has led to the rise of new business models that make it easier for businesses to access and exchange information, like software as a service and cloud computing (Renz & Hilbig, 2020).
In summary, the role of information as a strategic asset has had a profound impact on the structure of global corporations, leading to the emergence of new organizational structures, changes in decision-making processes, the development of new job roles and skills, and increased investment in technology and infrastructure (Gawer, 2021).
Conclusion
