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This important book considers the ways in which small and
medium-sized enterprises (SMEs) can thrive in the age of big data.
To address this central issue from multiple viewpoints, the editors
introduce a collection of experiences, insights, and guidelines
from a variety of expert researchers, each of whom provides a piece
to solve this puzzle. Contributions address the limitations faced
by SMEs in their access to data and demonstrate that the key to
overcoming this issue is to be aware of these limitations, to work
within them, and to use them to think creatively about how to
overcome obstacles in new ways. They discuss Artificial
Intelligence, revenue blueprinting, GDPR compliance, and other key
topics related to the relationships between SMEs and data. Offering
ideas to inspire big data-driven success by SMEs making smaller
investments, the book argues that there must be a place for
"ordinary" data-driven journeys that are available to firms of any
size. Stimulating further thought and action, Big Data in Small
Business will be of great interest to academics, researchers, and
practitioners in areas such as strategic management, organizational
and innovation studies, marketing, and sales. The ideas and
information in this book will help fill knowledge gaps related to
important aspects of capabilities, functions, and transformations
of big data that drive business growth.
This important book considers the ways in which small and
medium-sized enterprises (SMEs) can thrive in the age of big data.
To address this central issue from multiple viewpoints, the editors
introduce a collection of experiences, insights, and guidelines
from a variety of expert researchers, each of whom provides a piece
to solve this puzzle. Contributions address the limitations faced
by SMEs in their access to data and demonstrate that the key to
overcoming this issue is to be aware of these limitations, to work
within them, and to use them to think creatively about how to
overcome obstacles in new ways. They discuss Artificial
Intelligence, revenue blueprinting, GDPR compliance, and other key
topics related to the relationships between SMEs and data. Offering
ideas to inspire big data-driven success by SMEs making smaller
investments, the book argues that there must be a place for
"ordinary" data-driven journeys that are available to firms of any
size. Stimulating further thought and action, Big Data in Small
Business will be of great interest to academics, researchers, and
practitioners in areas such as strategic management, organizational
and innovation studies, marketing, and sales. The ideas and
information in this book will help fill knowledge gaps related to
important aspects of capabilities, functions, and transformations
of big data that drive business growth.
Hardbound. The book presents the most recent developments in
international industrial and service marketing research, from a
relationship and network perspective. While the latter perspective
has a long tradition in Europe, relationship marketing has also in
recent years become one of the dominant approaches in the USA,
Canada, Australia and New Zealand. However, the schools of thought
on relationships and networks emerging from different marketing
traditions examine different concepts, use different methods and
arrive at different outcomes, all of which are reflected here.
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