The Strategic Alignment Between It and Shopper Marketing: An Analysis of Critical Success Factors in Consumer Goods Companies

Abstract

The aim of this paper is to verify the relationship between Critical Success Factors and Strategic Alignment between the IT and Shopper Marketing areas in companies from consumer goods industry that enables the implementation of strategic technologies for knowledge creation of the shopper. The work contributes to the literature with another study that focuses on the analysis of Critical Success Factors regarding the Strategic Alignment between IT and a still new area and with few works produced: Shopper Marketing. The methodology consists of a qualitative approach, through an exploratory research, based on developed works by Pignanelli and Laurindo ( 2019), focusing on the study method of case, in which the phenomena can be evidenced and questions of the type "how" answered in line with studies by Yin (2015). The main results relate to which Critical Success Factors are identified from the factors that are enablers, inhibitors and/or neutral from works by Luftman, Papp and Brier (1999) and how critical factors impact Strategic Alignment between the IT and Shopper Marketing areas. The work contributes to the theory about the research line on Strategic Alignment between business and IT areas, as well as applies an exploratory qualitative research method that can be used in future research and in case studies in others industry companies. Social and management contributions are in the possibility of enhancing the strategic alignment between IT and Shopper Marketing in innovative projects that use state-of-the-art technologies to map the shopper's profile, showing the interesting factors that the two administrations can develop to succeed in these projects.