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Three Essays On Big Data Analytics, Traditional Marketing Analytics, Knowledge Discovery, And New Product Performance, Zhenning Xu
Three Essays On Big Data Analytics, Traditional Marketing Analytics, Knowledge Discovery, And New Product Performance, Zhenning Xu
Open Access Theses & Dissertations
In recent years, companies have become aggressive in investing in Big Data Analytics (BDA) for marketing purposes, particularly new product development. One of the basic features of BDA is its promise in delivering automated recommendations or knowledge. For this reason, companies attempt to ascertain if BDA can improve new product performance beyond what Traditional Marketing Analytics (TMA) can.
The overarching question is whether different combinations (BDA and TMA in different levels) of analytics capabilities are able to generate different kinds of knowledge for Knowledge and Information Fusion that could improve new product performance. The aim of this study is to …