ENVIRONMENTAL SCANNING AND INFORMATION-SYSTEMS IN RELATION TO SUCCESSIN INTRODUCING NEW PRODUCTS

CEOs in 46 firms were interviewed in regard to the pattern of the envi ronmental scanning they performed. The results were analyzed to determ ine the degree of use of information systems by CEOs in their strategi c decision making and to seek a link with the firm's success in introd ucing new products. The study indicates significant differences in the level of environmental scanning and in the use of information systems between firms that were more successful in introducing new products i nto the market and firms that were less successful. The differences ar e in the pattern and the frequency of conducting environmental scannin g, in the number of computerized applications, and in the number of ad vanced marketing information systems. (C) 1998 Elsevier Science B.V.