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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 (engelsk)Inngår i: Marketing Review St. Gallen, ISSN 1865-6544, Vol. 31, nr 4, s. 52-59Artikkel i tidsskrift (Fagfellevurdert) 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.

sted, utgiver, år, opplag, sider
Springer, 2014. Vol. 31, nr 4, s. 52-59
Emneord [en]
business model, recommendation system, external data, marketing campaign, transaction data
HSV kategori
Forskningsprogram
Ekonomi, Marknadsföring; Ekonomi, Företagsekonomi
Identifikatorer
URN: urn:nbn:se:lnu:diva-80624DOI: 10.1365/s11621-014-0381-8OAI: oai:DiVA.org:lnu-80624DiVA, id: diva2:1289780
Tilgjengelig fra: 2019-02-19 Laget: 2019-02-19 Sist oppdatert: 2019-05-13bibliografisk kontrollert

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