Marketing information system (MIS) enables data processing and transformation of data into valuable information that results in a more effective decision-making from which companies benefit. However, human aspect is still an influential factor in the decision-making process. We conceptualize a connection between decision-making styles of employees, inherent in their habits and practices, and marketing innovation system based on the decision-making process. Through a detailed literature review, a link between spontaneous, individual, rational and dependent decision-making styles with quality and speed of MIS decision-making has been conceived and constructed. We suggest that decision-making styles influence both quality and speed of the decision-making process. Furthermore, quality and speed of MIS decision-making have a positive influence on radical and incremental marketing innovation. This study enriches the body of literature that focuses on the human-technology interaction and is valuable for companies implementing and using MIS to make business decisions.

The present research was conducted on the subject on how various managerial traits have an impact on overall decision-making based on marketing information systems. The variables that were tested in order to verify if the relationship between the variables was important were rational decision-making, intuitive decision-making, dependent decision-making, avoidant decision-making, spontaneous decision-making, decision-making speed and finally decision quality. The comprehensive conclusion to the study was that the decision quality variable of information system use positively influences incremental marketing innovation and radical marketing innovation, exhibiting a distinct and significant connection.The research was conducted in Saudi Arabia manufacturing companies, allowing us to gain valuable insight and information on the present situation of the Saudi Arabia manufacturing industry and allowed us to acquire new knowledge on the marketing information systems in Saudi Arabia companies. In our hypothesized model, we investigated and analyzed the different personality traits on all managerial level of firms and organizations in Saudi Arabia and the direct influence on the aforementioned companies. The findings suggest that quality of decisions is a most significant factor of our model for marketing innovation, therefore managers must focus on improving this segment Saudi Arabia manufacturing companies. Decision making styles are partially relevant for decision speed and quality based on marketing information systems, however, they are not significantly relevant. Although IT has been implemented , the use of it has to be further promoted, with employees trained to achieve optimal organizational outcomes.