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

TL;DR

This systematic review analyzes the intersection of information systems and marketing, highlighting collaboration areas, research clusters, and suggesting ways to enhance academic-industry interface at this boundary.

Contribution

It provides a comprehensive bibliographic and text analysis of IS and marketing boundary research, proposing a conceptual model and future research directions.

Findings

Identified key research clusters at the IS-marketing boundary.

Mapped citation asymmetries between disciplines.

Proposed a conceptual model of collaboration areas.

Abstract

This paper gives a systematic research review at the boundary of the information systems (IS) and marketing disciplines. First, a historical overview of these disciplines is given to put the review into context. This is followed by a bibliographic analysis to select articles at the boundary of IS and marketing. Text analysis is then performed on the selected articles to group them into homogeneous research clusters, which are refined by selecting "distinct" articles that best represent the clusters. The citation asymmetries between IS and marketing are noted and an overall conceptual model is created that describes the "areas of collaboration" between IS and marketing. Forward looking suggestions are made on how academic researchers can better interface with industry and how academic research at the boundary of IS and marketing can be further developed.