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The key difference between IIO and normal organisation is the utilization of information. To measure marketing performance in IIOs,traditional methods cannot fully reflect the features of information, especially by focusing on the information flows. Thus, an approach that can assess information based marketing activities in IIO is needed.
This research focuses on modelling information based activities in organisations and proposes a framework for analysing and modelling information-based activities in IIOs, for the purpose of assessing an IIO’s performance. The proposed multi-level framework is the key thread throughout the research. This research aims to achieve a development of qualitative business performance measurement approach based on organisational morphology, and also made it applicable in practical use.