| This study examines the adoption of a Geographic Information System in a sports marketing department of an entertainment company. Using qualitative interview and focus group methods, it identifies the opportunities for and barriers to incorporating spatial analysis into the work tasks of sales and marketing managers. The results indicate that GIS and spatial data analysis would benefit this department by assisting in setting up sales and marketing plans, offering a means to target their market, and providing a visual tool to assist with decision making. However, there are several barriers that the company must address for the successful adoption of GIS. These barriers are deciding where the software will be implemented, defining who within the company will utilize the software, and organizing customer data into one database. This research highlights the importance of conducting needs analyses that consider the impact of human and organizational factors to implementing new technologies. |
