Information technology: second‐class citizen or strategy partner

Chair in Marketing and Strategic Management at the University of Wales Aberystwyth, E‐mail: robert.morgan@aber.ac.uk Dr Morgan’s main research interests include global marketing, market‐based learning, and marketing strategy and performance metrics. His publications number over 90 and include papers in scholarly journals, executive journals, conference proceedings, edited works, thought leadership white papers and other media. Beyond academic research work, he has been engaged in applied research, consulting and training activities has worked with several government department and agencies and corporate clients.