Most firms devote significant resources to direct marketing in an effort to maintain close relationships with their customers. Nonetheless, we have a limited understanding of when to deliver what type of message to which customer. Direct marketing generally offers either monetary or relational...

Purpose – The purpose of this study is to develop a framework for evaluating business‐IT alignment. Specifically, the authors emphasize internal business‐IT alignment between business and IS groups, which is a typical setting in recent boundary‐less, networked business environments....