Business administration & management
videos & podcasts
Facebook Linkedin Youtube Instagram
Toutes les videos

Does big data management impacts marketing and firm performance

  • Research
  • Information Systems, Marketing, Sales and Communication

1595 vues

Partager

Despite being the object of much interest, deep insights regarding why and when investments in big data resources enhance firm performance are lacking in the literature. Building on the resource based view and survey data from 301 senior marketing managers, this study reveals that big data resources improve firm performance by enhancing their market-directed capabilities. A complementary balance of IT infrastructure, human capital through data scientists, and “customer orientation” is necessary for effective BDR management and the impact on firm performance. In addition, firms pursuing a differentiation rather than cost leadership strategy gain most from big data resource investments and that such resources improve by in average 13 % the performance of firms.

Co-Auteurs: Samppa Suoniemia,  Andreas Munzel , Alex Zablah, DetmarStraub

https://www.sciencedirect.com/science/article/abs/pii/S0378720620303037

Mots clés
  • Big data resources, Business strategy Firm performance, Data warehousing, performances, Resource-based view of the firm, Stratégie d'entreprise, Stratégie d’entreprise

Auteur.e(s)

MEYER-WAARDEN Lars
Profesor
Toulouse School of Management

Institution(s)

Vidéos de la même institution

07:02

Baby, you can drive my car: Antecedents that drive consumers’ adoption of AI-powered autonomous vehicle

Les véhicules autonomes (VA) basés sur l'intelligence artificielle (IA) constituent l'une des avancées technologiques les plus attendues de notre époque, avec des implications sociales très importantes en termes de sécurité des conducteurs/passagers et d'aspects environnementaux. Cependant, la plupart des consommateurs sont réticents à l'adoption de ces VA. Nous analysons, à l'aide d'une enquête menée en France, l'adoption de VA basés sur l’IA, afin de comprendre les facteurs psychologiques, sociaux et cognitifs. Nous montrons qu'il existe une relation positive entre l'adoption de VA et les attentes en matière de performance, facilité d’usage, la reconnaissance sociale, le bien-être, l'hédonisme, la confiance dans la technologie, ainsi que la sécurité.
MEYER-WAARDEN Lars - Toulouse School of Management |
  • Research
  • Innovation Management
06:04

Home, smart home: How well-being shapes the adoption of artificial intelligence-powered apartments in smart cities

The use of AI and IoT is leading to fundamental changes that affect our daily lives. Smart homes have emerged. The objective of this study is to understand the acceptance and resistance factors of smart homes by combining the UTAUT theory with the theories of regulatory focus, uses and gratifications, and technology readiness. Data are collected in France, Germany and China. The results show that consumers pursue 2 types of complementary objectives when making decisions about smart home adoption: utilitarian, focused on prevention, and affective, focused on well-being. Technological security positively influences the confidence and well-being provided by smart homes, which in turn influences adoption intent.
MEYER-WAARDEN Lars - Toulouse School of Management |
  • Research
  • Information Systems, Marketing, Sales and Communication

Vidéos de la même thématique

  • 00:06:23

Collaboration between artificial intelligence and employees to create value in organisations

The existing literature has highlighted the relevance of collective intelligence to bring about successful collaboration between Artificial Intelligence (AI) tools and employees, and to bring about results that are valued by the organisation.
SOUMYADEB Chowdhury - TBS Education |
  • Research
  • Digital Transformation, Information Systems, Organizational Theory
  • 00:04:11

Managing the client portfolio for long-term survival

Our goal was to understand the effectiveness of a company in attracting its customer targets. To do this, we have developed a model that links a company’s marketing activities to the mix of customers who buy from the company. Most marketing models simply ask how a company’s marketing activities influence the number of customers who buy the brand. We wondered how a company’s marketing activities influence the types of customers who buy the brand.
SINHA Shameek - EMLV |
  • Research
  • Marketing, Sales and Communication
  • 00:01:56

What are Targeting Algorithms?

Not-for-profit organizations have long faced the challenge of balancing budgets when they simultaneously seek to retain and recruit new donors. In principle, existing donors can be targeted based on their previous donation data. However, for new donors, this data is not available or may be difficult to obtain from secondary sources. What should non-profit organizations do? We suggest 2 alternatives.
SINHA Shameek - EMLV |
  • Management Dictionary
  • Marketing, Sales and Communication
  • 00:02:33

Digital Brand Equity in the Digital Age

Tools and metrics for brand equity are proving inadequate in the rapidly evolving digital era. The study proposes a novel approach to Digital Brand Equity metrics. These metrics should not be based solely on social media and current digital indicators. New metrics should incorporate the share of search, digital brand awareness, and digital brand sentiment constructs. The study develops a Digital Brand Equity research agenda and underscores the critical research and policy questions
DAVCIK Nebojsa - EM Normandie |
  • Research
  • Marketing, Sales and Communication
Information Systems
Marketing, Sales and Communication

S'abonner aux vidéos FNEGE MEDIAS

Youtube