As eCommerce grows in importance, the use of information technologies, such as web sites and corporate extranets is increasingly customer facing. As a result, an increased integration between IT and business-marketing strategic functions is necessary in businesses. An important consequence of this integration is that students, employees, and managers must be trained to operate in this cross-disciplinary business world. We review the historical role of technology in businesses, arguing that the role of technology in organizations has evolved from a paradigm in which technology served primarily as a support function to being a critical business function that cannot be properly executed without an understanding of consumer behavior and marketing strategy. We suggest that business schools need to redefine disciplinary boundaries, allow cross-disciplinary student "majors," and rethink their missions. New research streams and courses must be developed, and time-to-publication windows need to be shorter for research findings to be relevant to the "New Economy."
Celsi, Richard L. and Wolfinbarger, Mary, "The Evolving IT - Marketing Strategy Relationship: Will Business Schools Meet the Need?" (2000). AMCIS 2000 Proceedings. 437.