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

被引：235

作者：

Xu, Zhenning ^{[1
,2
]}

Frankwick, Gary L. ^{[1
]}

Ramirez, Edward ^{[1
,2
]}

机构：

[1] Univ Texas El Paso, El Paso, TX 79968 USA

[2] Univ Texas El Paso, Dept Mkt, Coll Business, El Paso, TX 79968 USA

来源：

JOURNAL OF BUSINESS RESEARCH | 2016年 / 69卷 / 05期

关键词：

Big data analytics; Traditional marketing analytics; Knowledge fusion; Complexity; NPD; NPS; SCIENCE;

D O I：

10.1016/j.jbusres.2015.10.017

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. Published by Elsevier Inc.

引用

页码：1562 / 1566

页数：5