The Impact Of Information Technology On Organizational Agility Under The Market Orientation

Since the21st century, with the rapid development of economic globalization and network economy, global competition has begun. Increasingly complex business environment and increasingly personalized market demand, makes the enterprise to improve its flexibility and ability to respond to market changes, in order to maintain the needs of the enterprise survival and development, namely, agility has become the enterprise managers’focus. The rapid development of information technology and wide application, not only promotes the rapid flow of the logistics, cash and information, but also brings the transition of the mode of enterprise management, and provides a reliable technical guarantee system for the implementation of agility. But the rigid of information technology itself, the wrong information technology investment and the excessive pursuit of technological innovation, etc., can hinder the realization of organizational agility. Therefore, how to make use of information technology for business process reengineering to improve the enterprise’s ability to quickly respond to market changes, eventually make the enterprise impregnable in the fierce competition, has become a business problem to be solved.Studies about information technology and organizational agility, so far no one word. Some scholars think that the information technology act as facilitator role in promote the agility of the organization; Some scholars argue that information technology hinder the realization of organizational agility; Some scholars believe that information technology on organizational agility both promote and hinder the role. In short, at present the academic study of information technology and organizational agility has been in "IT-agility" contradiction. So, how to understand the contradiction between information technology and organizational agility, it is a problem need to discuss.By reviewing a large number of literatures about "IT-agility" relations, we find one possible cause of the "IT-agility" conflicts is that previous scholars’mix on the concept of "information technology", some scholars emphasis on the influence of information technology resources’ attributes, some scholars emphasize the use of information technology. In order to avoid the different point of view caused by different angles, this article, innovatively divide information technology into two aspects, IT assets and IT ability based on the resources and capabilities, divide organizational agility into customer agility, partners agility and suppliers agility from the angle of the marketing value chain, and then build the conceptual model research IT assets and IT capability on organizational agility. In empirical aspect, we develop scales based on the literature review, interviews and other ways, and access the data from117sample companies through interviews, email, etc ways and use SPSS18.0and Lisrel8.7software to analysis research hypothesis.Finally, this paper draws the conclusions:IT assets scale and organizational agility have no significant correlation relationship; the fit of IT-marketing, IT coordinated ability and IT innovation ability, have promoting effect on organizational agility; IT capability has a positive adjustment effect on the relationship between the IT assets and organizational agility. Overall, the results provide a new train of thought for understanding the "IT-agility" contradictions, and provide management advices for management practice how to use information technology to enhance the organizational agility ability and finally realize the enterprise market-oriented strategy.