Information technology directors’ efforts on innovation, integrated marketing communications and brand equity

Purpose The main purpose of this study is to examine information directors in the area of communication activities related to innovation and marketing decisions in branding. Design/methodology/approach The study is quantitative and utilized structural equation modeling technique with the approach of minimum trivial squares for analyzing the data. In all, 130 questionnaires were distributed among information technology directors in Tehran and they form the statistical population for the research. Findings The results suggested that innovation in integrated marketing communications has positively significant effect. In addition, both the variables of innovation and integrated marketing communications positively and significantly affect the three components of brand equity (namely, brand image, the perceived quality and brand loyalty). Originality/value Despite the growing acknowledgment, the importance of innovation, integrated marketing communications and brand equity, however, there are few studies on the role and importance of information technology directors’ efforts on innovation, integrated marketing communications and brand equity.

New and Emerging Technology Purchase Considerations

Periodic waves of new challenges almost always await those who are or seek to become school system technology directors. None are more apparent than when school or district personnel decide to purchase technology hardware or educational software for which no one is prepared, or at best, ill-prepared. In other words, there is sometimes an overwhelming tendency to “buy technology stuff now, then catch up later.” The chapter discusses issues that technology leaders in the school system may face when making technology purchasing decisions. The narrative account addresses some relevant considerations that this particular technology director had to confront in terms of technology acquisition. The author hopes that the narrative will enlighten future technology directors and coordinators on the mechanics and ramifications of technology purchases.