Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective

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• 作者：Zhenning Xu¹ ; ^{zxu@utep.edu" class="auth_mail" title="E-mail the corresponding author} ; Gary L. Frankwick ; ^{glfrankwick@utep.edu" class="auth_mail" title="E-mail the corresponding author} ; Edward Ramirez¹ ; ^{eramirez29@utep.edu" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Big data analytics ; Traditional marketing analytics ; Knowledge fusion ; Complexity ; NPD ; NPS
• 刊名：Journal of Business Research
• 出版年：2016
• 出版时间：May 2016
• 年：2016
• 卷：69
• 期：5
• 页码：1562-1566
• 全文大小：413 K

文摘

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.