The impact of information technology on product marketing: a case study of a multinational company in Nigeria

• Published in: Technovation 1999-11, Vol.19 (11), p.691-699
• Main Authors: Adetayo, J.O, Sanni, S.A, Ilori, M.O
• Format: Article
• Language: English
• Subjects: Decision support system; Decision support systems; Effects; Electronic spreadsheet; Forecasting; Information technology; Information technology (IT); Likert scale; Marketing; Marketing, product and process; Multinational corporations; Product marketing; Studies
• ISSN: 0166-4972; 1879-2383
• DOI: 10.1016/S0166-4972(99)00051-6

This study evaluated the impact of information technology (IT) on the marketing of a product of a multinational company in Nigeria by interviewing the brand manager and three marketing officers of the product. A questionnaire was also administered to 60 randomly selected literate retailers, wholesalers and consumers of the product, both in Lagos and Ibadan, to assess the impact of IT on some marketing variables. The results showed that there were savings in time and a reduction in error rate resulting from the use of electronic spreadsheets, decision support systems and computer-graphic aids. An unanticipated effect of the better understanding of sales trends and distribution planning resulted from the use of electronic spreadsheets and decision support systems, respectively. Sales were boosted as a result of optimization of activities. Labour resource savings were also achieved through the use of computer graphics. The use of e-mail increased the amount of data available for use. The impact of radio, television and telephone was also significant on some marketing variables such as product popularity, promotion/advertisement, distribution and sales. However, improper planning of jobs could lead to time-wasting with electronic spreadsheets and decision support systems.