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Data-driven intelligence for SME e-business: a marketing and sales perspective
University of St. Gallen, Switzerland. (Institute of Marketing)
University of St. Gallen, Switzerland. (Tourism)ORCID iD: 0000-0001-6942-2816
2014 (English)In: Marketing Review St. Gallen, ISSN 1865-6544, Vol. 31, no 4, p. 52-59Article in journal (Refereed) Published
Abstract [en]

Recommendation systems are coveted intelligence systems in e-business that provide benefits such as automated cross- and up-selling. However, they have so far been impractical to adopt in SME contexts characterized by scarce transaction data. Based on an SME case study, we demonstrate how SMEs can overcome three fundamental barriers to adopting recommendation systems. Large-scale simulation and modelling techniques are the key to success.

Place, publisher, year, edition, pages
Springer, 2014. Vol. 31, no 4, p. 52-59
Keywords [en]
business model, recommendation system, external data, marketing campaign, transaction data
National Category
Business Administration
Research subject
Economy, Marketing; Economy, Business administration
Identifiers
URN: urn:nbn:se:lnu:diva-80624DOI: 10.1365/s11621-014-0381-8OAI: oai:DiVA.org:lnu-80624DiVA, id: diva2:1289780
Available from: 2019-02-19 Created: 2019-02-19 Last updated: 2019-05-13Bibliographically approved

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Reinhold, Stephan

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CiteExportLink to record
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  • apa
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