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This paper gives a systematic research review at the boundary of theinformation systems (IS) and marketing disciplines. First, a historicaloverview of these disciplines is given to put the review into context. This isfollowed by a bibliographic analysis to select articles at the boundary of ISand marketing. Text analysis is then performed on the selected articles togroup them into homogeneous research clusters, which are refined by selecting"distinct" articles that best represent the clusters. The citation asymmetriesbetween IS and marketing are noted and an overall conceptual model is createdthat describes the "areas of collaboration" between IS and marketing. Forwardlooking suggestions are made on how academic researchers can better interfacewith industry and how academic research at the boundary of IS and marketing canbe further developed.

Who Owns the Data? A Systematic Review at the Boundary of Information Systems and Marketing