Current Issue : April - June Volume : 2019 Issue Number : 2 Articles : 5 Articles
Background: As the study title indicates, the data is big, also the opportunities and benefits, but marketers need\nto acknowledge the accompanying challenges that come with using leveraging this big data. Big data opportunities\nand challenges have been investigated in several previous studies, but few studies have been conducted in the\nmarketing arena. This study presents: (a) a comprehensive survey of Big Data definitions and characteristics; (b) a\ndiscussion of the linkage of big data and marketing; (c) review the opportunities and challenges associated with big\ndata in marketing; (d) Research trends issues, conclusion, and future directions are presented in this paper.\nPurpose: Big Data has earned much attention from the IT industry and academia. Given the research interest\non Big Data in the marketing field, thus, authors intend to present an integrated view based on the previous literature\nwith the aim of identifying the major trends in this field. Particularly, the analysis focus on pertinent terms and topics\nrelated to three \"B's\": Big Data, Big Opportunities/benefits, Big challenges.\nDesign/methodology/approach: A systematic integrated literature review was carried out through a strict\nsearch approach that identified. A total of 650 articles published between 2010 and 2018 indexed in EBSCO\ndatabase were collected and scrutinized.\nFindings: The results of the previous studies on big data and marketing revealed that they were limited to\ndiscuss the technical and research fields and did not clearly consistent with sophisticated technologies towards the\nbenefits of marketing, and it has not yet reached the level of marketers' ambition. Over and above, findings show\nthat research in big data applications and practices to marketing is still in early stages, thus, making it necessary to\npromote more direct efforts towards the business for big data to thrive in the marketing domain.\nPractical implications: This paper is specifically relevant to marketing firms and departments concerned\nin the evolution of marketing activities and abilities to increase customer basis. Furthermore, it is also useful to\ncompare several international studies trend as this study takes a perspective globally. The study provides priceless\ninformation and an in-depth integrated view of big data relevant to opportunities and challenges that marketing\nencountered. Furthermore, it opens new insights into the topic area by emphasizing for further future studies and\nresearch directions.\nOriginality/value: The study is original; we have reviewed the literature on big data in the marketing arena. This\nstudy is a key source of inspiration for marketing practitioners who willing to develop their future business, as well\nas academics and researchers interested in marketing who wish to remain the forefront of their research domain....
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The rapid development of Internet of Things (IoT) attracts growing attention from both industry and academia. IoT seamlessly\nconnects the real world and cyberspace via various business process applications hosted on the IoT devices, especially on smart\nsensors. Due to the discrete distribution and complex sensing environment, multiple coordination patterns exist in the heterogeneous\nsensor networks, making modeling and analysis particularly difficult. In addition, massive sensing events need to be\nrouted, forwarded and processed in the distributed execution environment. Therefore, the corresponding sensing event\nscheduling algorithm is highly desired. In this paper, we propose a novel modeling methodology and optimization algorithm for\ncollaborative business process towards IoT applications. We initially extend the traditional Petri nets with sensing event factor.\nThen, the formal modeling specification is investigated and the existing coordination patterns, including event unicasting pattern,\nevent broadcasting pattern, and service collaboration pattern, are defined. Next, we propose an optimization algorithm based on\nDynamic Priority First Response (DPFR) to solve the problem of sensing event scheduling. Finally, the approach presented in this\npaper has been validated to be valid and implemented through an actual development system....
Organizational performance in the manufacturing industry is directly influenced by quality;\nand through an examination of literature, critical success factors that lead to the\nimplementation of six-sigma in the manufacturing industry are identified for organizations\nof different sizes: SMEs, large enterprises and general/ unspecified organizations (not\nidentified as either SMEs or Large in literature). The general success factors across\norganizations (unspecified) were found to include Employee Education/Training, Top\nManagement Commitment, Project Selection, Employee Involvement/Communication, and\nProject Management/Leadership. For the large enterprises, the following factors were\nidentified: Project Selection, Alignment with Customer Requirements, Employee\nEducation/Training, Senior Management Commitment, Use of Quality Tools, and Visible\nCost Saving. This work provides a platform to gain a deeper understanding of the\nrequirements necessary to ensure the successful implementation of six-sigma in\norganizations, and where best to direct resources....
In developing countries, small and medium sized enterprises play an important role in\neconomic development by increasing production, employment and exports, but due to limited\nfinancial resources, they always have to pursue strategies and competitive advantages for\nsurvival and to maintain expand their market share. The purpose of this study was to\ninvestigate the impact of SMEs Internet marketing capabilities on their export performance.\nResearch method is based survey and the research technique is based on standard\nquestionnaire. The statistical population of the study consisted of managers of 210 small and\nmedium export companies in one of the industrial cities of Tehran province. Using Cochran\nformula, 130 questionnaires were delivered among managers.Using Structural equations\nModeling and LISREL software, a conceptual model of the impact of internet marketing\ncapabilities on export performance was investigated by accessing business-related information and IT infrastructure and customer-orientation on export performance. The results of the research indicate that Internet marketing has a directly positive and significant\neffect and through the variables of access to information and infrastructure of the company's\ntechnology and customer-orientation on the performance of the export of small and medium\nsized enterprises and also, customer orientation in these companies is more important than\nother two variables....
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