This paper addresses the challenge of measuring alignment. Two different approaches are developed: one based on seven dimensions of strategic orientation; and one based on eight dimensions of market orientation. A formula is developed for the calculation of alignment. The formula is applied to a survey of 175 large New Zealand companies. Analyses of the results suggest overall similarity between the strategic orientation and market orientation approaches, yet with distinct differences which might impact on business performance.
Hooper, Val A.; Huff, Sid L.; and Thirkell, Peter C., "Determination of the Alignment between Information Systems and Marketing" (2007). PACIS 2007 Proceedings. 40.