Marketing Information Systems Usage in Taiwan's Top 1000 Companies

Taiwan is a small nation with not so well endowed natural resources. Its lifeblood lies in international trade. Effective marketing is of the utmost importance to those companies who are facing local or global competition. This paper surveys the marketing executives of the top 1000 companies in Taiwan and reports the status of marketing information systems (MkISs) in their companies. The results are compared with the U.S. status reported in 1995. One hundred and thirty-one companies participated in this study. The data provide insights into the weaknesses of MkISs in Taiwan. Some viable actions are recommended to improve the usage of MkISs and to reshape the future of these systems in Taiwan.