News in View: ecommerce and the IT director

This week's News in View programme investigates the protean role of the IT director in the online marketplace.

Ecommerce has transformed the role of the IT director, making information systems more and more important in the corporate environment. However, despite the onset of ecommerce, IT systems heads are struggling to find a strategic role in the modern business arena.

At a recent event at the Cranfield School of Management, many of the country's top marketing executives were exploring the nature of business in the digital age.

Brian McBride, vice president and general manager UK and Ireland for Dell, echoed the opinions of many when he said that although IT was vital, the IT department should leave business to the businessmen.

"IT is a support function, it is for the businessmen and the chief executive to decide what the strategy is. I don't think that IT sets the strategy for business," said McBride.

Although the conference supported the creation of the post of "ecommerce director" in companies, there was a surprising lack of trust shown towards the IT department's business role.

But some commentators were more positive. Helen Bridgett, strategic development controller at Tesco, said that IT is integral to ecommerce, that it serves as a "store front" and should therefore be given an appropriate role.

You can see the full News in View report in the Ecommerce Channel http://www.silicon.com/a34477 .