The development of a marketing database can lead to interdepartmental conflict within a company.What are the most common sources of such conflict?

Question

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The allocation of budget and access to the database are the most common sources of interdepartmental conflict when developing a marketing database. Different departments may have varying opinions on who should have access to the database and whose budget should be used to create it. Privacy issues and information collection methods may also be sources of conflict, but they are not as common as budget and access conflicts. The idea of whether or not to establish a database is usually a decision made at the executive level, so it is less likely to cause interdepartmental conflict.

The Development of a Marketing Database Can Lead to Interdepartmental