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Excellence at investing in and deploying IT is not sufficient to achieve superior business performance; companies must also excel at collecting, organizing and maintaining information and at getting their people to embrace the right behaviors and values for working with information. This paper presents the results of a 2-1/2-year international research project. It is shown that senior managers view strong IT practices, competent management of information and good information behaviors as components of one higher-level idea-information orientation IO)-which measures a company's capabilities to effectively manage and use information. Guidelines for effective IO are discussed.