Purpose: The purpose of this study is to analyze the impact of decision support systems to creating value for marketing decisions in the pharmaceutical industry. Methodology: This paper was completed with the help of an extensive literature study on decision support/business intelligence and pharmaceutical industry marketing available on the databases and websites. Primary data has been used in this paper to check the impact of information technology market performance. The SPSS software package is used to analyze the employee responses and statistical technique. Regression analysis is used to check the impact of information technology on market performance. Findings: 150 questionnaires were being given to stakeholders in different pharmaceutical companies located in Pakistan. 104 were collected back and 96 questionnaires are considered valid and used are for analysis. After analyzing the data, we find that information technology has significant impact on market performance in pharmaceutical industry. According to the stakeholders, strategic planning, organizational support, knowledge management and technological advancement have significant impact on the success of information technology for decision support. Research limitations / Implications: More research will be required on the theory presented in this thesis “Decision Support Systems: Creating Value for Marketing Decisions in the Pharmaceutical Industry”
Keywords: Business Intelligence, Decision Support Systems, Knowledge Management, Marketing Performance, Organizational support, Qualitative and quantitative study, Strategic Planning, technological innovation
