In early 2006, it was apparent that PFM Devices was experiencing a significant downturn in consolidated earning among its three international divisions. To address this issue, the newly hired chief information officer was asked by the executive team to evaluate the two options of implementing a customer relationship management solution to improve revenue or a corporate data warehouse to cut costs. This case illustrates the importance of aligning information technology (IT) and business strategy and of the complex issues IT executives face in prioritizing IT investment alternatives.
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