BIG DATA ANALYTICS TOOLS: A BIBLIOMETRIC LITERATURE REVIEW

Analytics as a field is rapidly growing because of businesses need to tackle increasingly large and complex datasets to gain a competitive edge in the business environment. Currently there are two distinct types of analytics technologies: proprietary and open-source. Each has their distinct strengths and weaknesses, but which is relevant in today business environment? Questions like this are important for businesses wanting utilize these technologies in order to become larger and more efficient. This research answered this question and it was found that both proprietary and open-source technologies are equally relevant in current analytics research. Because of this, businesses should be more aware of the analytics field and how both types of technologies could benefit their current operations and should strategically utilize both types to meet their specific data needs

Realising Value from Big Data Technology Adoption: Understanding the Role of Organisational Capabilities in the Affordance Actualization Process

The adoption of big data technologies presents organisations with many value creation opportunities that can transform and improve their business. Much of the research today focuses on big data value creation (what value big data technologies offer), whereas limited research focuses on big data value realisation (how big data value is realized). We aim to fill this research gap by addressing the following research question: how do organisations effectively realize value from the adoption of a new big data technology? We do so by adopting an affordance theory lens and empirically examine the adoption of smart meters (a big data technology) in the UK energy sector. We introduce the concept of actualization enablers, and our findings provide empirically grounded insights into the role of organisational capabilities and actualization enablers in the big data value realization process (affordance actualization). Furthermore, our findings provide important and relevant theoretical and managerial implications

Displacement and complementary in the recorded music industry: evidence from France

Do new digital consumption channels of music depress sales in old physical ones, or are they complementary? To answer this question, we exploit product-level variations in prices of about 30 million sales and streams of over 300 thousand products observed weekly between 2014 and 2017 for the entire French market. At the track-level, we find that streaming displaces digital sales. Similarly, at the album level, digital sales displace physical sales. At the more aggregate artist-level, digital sales displace physical sales, but streaming implies a promotional effect on physical sales. This complementarity is driven by popular genres, i.e., Pop and Urban Music. Most of our findings are robust to whether we consider the hits or include the products that belong to the long tail

Integration of On-Premises and Cloud-Based Software: The Product Bundling Perspective

Firms in the cloud-computing era are facing the critical issue of integrating on-premises software and cloud-based software services. To date, the software industry has designed two different types of integration methods—an enterprise service bus (ESB) and an integration platform as a service (iPaaS). However, there are conflicting views on when and how to use these different integration methods to fulfill integration needs. This study aims to resolve this confusion through economic modeling. By focusing on the indirect network effect and following a two-product bundling framework, we establish a stylized model to investigate optimal pricing and bundling decisions and the best integration choice. Our findings contradict common perceptions that an iPaaS is the better choice for integration and show that firms can derive higher value by adopting ESB to integrate on-premises software and cloud-based software services. Conceptually, given that the overall network value received from a cloud-based software service is higher, the use of ESB can contribute toward significantly improving the total value of the two software applications. We also find that unbundling is the best marketing strategy for firms because software integration can improve the valuation of individual software. Our findings have important implications for software vendors. They suggest that vendors can leverage a higher network value from the software service by integrating it with on-premises software applications through ESB rather than iPaaS and eventually realize higher profits by extracting more value from consumers. Since integration increases the value of individual products, vendors should sell them separately instead of offering them as a bundle

The Evolution of B2C Subscription Video-on-Demand Platforms : Through power, efficiency, capability, and identity lenses

This research aims to understand the reasons behind the evolution of the subscription video-on-demand (SVoD) industry from its inception in 2007 to the end of 2023. The industry is ex-amined through a theoretical framework of four lenses of power, efficiency, capabilities, and identity to create holistic and synergetic knowledge behind the industry and its changes. The research offers a novel perspective and examines and fills the research gaps in the SVoD industry’s evolution. This research uses semi-structured interviews to collect data from nine SVoD industry experts and customers. The SVoD business is a nascent industry, with hundreds of millions of active subscribers and enormous investments in the services’ development and content catalogs. However, the industry faces difficulties, with many competitors experiencing less than satisfactory financial results or exits from the market. The research findings suggest that the SVoD industry has evolved tremendously in only a short time. The industry originated from a modest starting point, where small companies took advantage of new technological capabilities and innovations, enabling a new form of business to emerge and challenge the entertainment industry's value chains and traditional competitors. The success of the industry, especially during the years of COVID-19 that accel-erated its growth, attracted many competitors quickly, transforming it into a significant and large industry driven by aggressive competition and controlled by some of the largest com-panies in the world. The industry's early years were characterized by significant investments in attempts to pene-trate the market to gain an extensive audience and significant market share. However, the recent developments suggest that the industry has entered a new phase, where the compa-nies' focus has shifted towards sustaining their position in the market and achieving profita-bility through customer retention, new business practices, and revenue streams. The conceptions of power, efficiency, capabilities, and identity strongly interact in the indus-try, with a change in one conception impacting one or several others. The results both rein-force and expand on the learnings from the previous literature

Marketing relacional y fidelización de los clientes de una empresa fabricante y comercializadora de empaques - Callao, 2021

Esta investigación tuvo como objetivo general determinar la relación que existe entre el marketing relacional y la fidelización de los clientes de una empresa fabricante y comercializadora de empaques, Callao, 2021.La metodología tuvo un enfoque cuantitativo, diseño no experimental, tipo de estudio correlacional y transversal, la muestra estuvo constituida por la población total de 40 clientes corporativos, la recolección de datos fue llevada a cabo a través de un cuestionario para la variable 1: Marketing Relacional y cuestionario para la variable 2: Fidelización, obteniéndose el coeficiente de confiabilidad del Alfa de Cronbach de 0.790 para la variable Marketing Relacional y 0.801 para la variable fidelización, los datos se procesaron haciendo uso del programa estadístico SPSS v24. Los resultados obtenidos demuestran según Rho de Spearman se obtiene un factor de 0.763, lo cual indica que existe una relación positiva considerable. Asimismo, la correlación entre la variable marketing relacional y la dimensión lealtad actitudinal brinda un factor de 0.782, y en relación a la correlación entre la variable marketing relacional y la dimensión lealtad cognitiva hallada tuvo un factor de 0.723, por lo tanto, se precisa, que existe una relación positiva considerable

Marketing mix y su influencia en el posicionamiento del Instituto Superior Tecnológico UNICENTER, Los Olivos, 2021

Esta investigación tuvo como objetivo determinar la influencia del marketing mix en el posicionamiento del instituto Superior tecnológico privado Unicenter. La metodología tuvo enfoque cuantitativo, diseño no experimental, tipo de estudio correlacional y transversal, la muestra fue la población total de los alumnos del sexto ciclo (41), la recolección de datos fue a través de cuestionarios para las variables: Marketing Mix y Posicionamiento, respectivamente. Se obtuvo el coeficiente de confiabilidad Alfa de Cronbach: 0.790 para la variable Marketing Mix y 0.801 para la variable Posicionamiento. Los resultados demuestran, que existe una relación positiva considerable entre las variables, según Rho de Spearman de 0.763. Asimismo, la correlación entre la variable marketing Mix y la dimensión estrategia brinda un factor de 0.782, y en relación a la correlación entre la variable marketing mix y la dimensión percepción hallada tuvo un factor de 0.723, por lo tanto, se precisa, que existe una relación positiva considerable. En ese sentido Se recomienda a los directivos del Instituto Superior Tecnológico Unicenter que incluyan en su estructura estratégica un plan de marketing pertinente a los gustos e intereses de los usuarios, ya que influirá positivamente en el posicionamiento

Three Essays on Consumer Demand in Online and Offline Markets

Consumers face various costs when investigating and purchasing products in either online or offline markets: the travel cost to visit a store and the search cost to examine the product attributes once they are at a store. The relative magnitude of the costs may lead to different store pricing and consumer search behavior. This dissertation builds game-theoretic search models and examines the interaction between store pricing and consumer search behavior under travel and search costs, and positive stockout probabilities in Chapter 1. To quantify the difference in consumer demand under different costs, a structural demand model has been developed to empirically examine consumer demand regarding prices and stockouts between online and offline markets in Chapter 2. This dissertation extends the empirical structural demand model and estimates the consumer demand for products across different categories. The contribution of the dissertation is that it advances the knowledge and understanding of consumer demand by: (1) separating the travel and search costs associated with consumer demand during a shopping trip; (2) providing empirical evidence that supports the relevant theories between online and offline markets; and, by (3) shedding light on consumer demand across product categories

Data-Driven Operations Management

Digitization of the world has made available tons of data to operations researchers. In this dissertation, we discuss three projects in the fields of the mobile app market, telemedicine in healthcare, and E-commerce platforms, where real data are utilized to answer operations management questions. In the first project, we propose a two-step data analytic model for mobile apps' promotion planning. We show that estimating the demand function from real data will significantly increase the total revenue. In the second project, we propose a changes-in-changes model to identify the effect of adopting telemedicine on physicians' scheduling of follow-up visits. In the third project, we model consumers' purchasing behavior on E-commerce platforms as a consider-then-choose model. The model is then used to solve for the optimal search page assortment on E-commerce platforms. We close this dissertation by discussing several future research directions of data-driven analysis.PHDBusiness AdministrationUniversity of Michigan, Horace H. Rackham School of Graduate Studieshttp://deepblue.lib.umich.edu/bitstream/2027.42/168093/1/manqili_1.pd