Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective
Journal of Business ResearchPublished 26 October 2015
Zhenning Xu, Gary L. Frankwick, Edward Ramirez
Citations366
SJR quartileQ1
SJR score3.50
SNIP3.35
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TL;DR
The study suggests that knowledge fusion to improve NPS is not automatic and requires strategic choices to obtain its benefits.
Abstract
This study introduces the knowledge fusion taxonomy to understand the relationships among traditional marketing analytics (TMA), big data analytics (BDA), and new product success (NPS). With high volume and speed of information and knowledge from different stakeholders in the digital economy, the taxonomy aims to help firms build strategy to combine knowledge from both marketing and big data domains. The study suggests that knowledge fusion to improve NPS is not automatic and requires strategic choices to obtain its benefits.
Keywords
Business, Management and Accounting
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