Using big data for customer centric marketing

This chapter deliberates on “big data” and provides a short overview of business intelligence and emerging analytics. It underlines the importance of data for customer-centricity in marketing. This contribution contends that businesses ought to engage in marketing automation tools and apply them to create relevant, targeted customer experiences. Today’s business increasingly rely on digital media and mobile technologies as on-demand, real-time marketing has become more personalised than ever. Therefore, companies and brands are striving to nurture fruitful and long lasting relationships with customers. In a nutshell, this chapter explains why companies should recognise the value of data analysis and mobile applications as tools that drive consumer insights and engagement. It suggests that a strategic approach to big data could drive consumer preferences and may also help to improve the organisational performance.peer-reviewe

Agent-based modeling: a systematic assessment of use cases and requirements for enhancing pharmaceutical research and development productivity.

A crisis continues to brew within the pharmaceutical research and development (R&D) enterprise: productivity continues declining as costs rise, despite ongoing, often dramatic scientific and technical advances. To reverse this trend, we offer various suggestions for both the expansion and broader adoption of modeling and simulation (M&S) methods. We suggest strategies and scenarios intended to enable new M&S use cases that directly engage R&D knowledge generation and build actionable mechanistic insight, thereby opening the door to enhanced productivity. What M&S requirements must be satisfied to access and open the door, and begin reversing the productivity decline? Can current methods and tools fulfill the requirements, or are new methods necessary? We draw on the relevant, recent literature to provide and explore answers. In so doing, we identify essential, key roles for agent-based and other methods. We assemble a list of requirements necessary for M&S to meet the diverse needs distilled from a collection of research, review, and opinion articles. We argue that to realize its full potential, M&S should be actualized within a larger information technology framework--a dynamic knowledge repository--wherein models of various types execute, evolve, and increase in accuracy over time. We offer some details of the issues that must be addressed for such a repository to accrue the capabilities needed to reverse the productivity decline

Onward and upward? An empirical investigation of gender and promotions in Information Technology Services

The shaky ascent of women up the organizational ladder is a critical factor that may contribute to the lack of women in information technology (IT). In this study, we examine the effect of gender on the likelihood of employee promotions. We further examine whether women get an equal lift in promotion likelihood from performance improvements, work experience, and training as men. We analyze archival promotion data, as well as demographic, human capital, and administrative data for 7,004 employees at a leading IT services firm located in India for the years 2002–2007 and for multiple levels of promotion. We develop robust econometric models that consider employee heterogeneity to identify the differential effect of gender and performance on promotions. We find that, contrary to expectations, women are more likely to be promoted, on average. However, looking deeper into the heterogeneous main effects using hierarchical Bayesian modeling reveals more nuanced insights. We find that, ceteris paribus, women realize less benefit from performance gains than men, less benefit from tenure within the focal firm, but more benefit from training than men. These results suggest that despite the disparity in returns to performance and experience improvements, women can rely on signaling mechanisms such as training to restore parity in promotions. We find that the effects of gender and performance vary with the level of employee promotion; although not as much as men, women benefit more from performance gains at higher organizational levels. Our findings suggest several actionable managerial insights that can potentially make IT firms more inclusive and attractive to women

Acceptance and Use of E-Learning Based on Cloud Computing: The Role of Consumer Innovativeness

Cloud computing and E-learning are the inevitable trend of computational science in general, and information systems and technologies in specific.However, there are not many studies on the adoption of cloud-based E-learning systems. Moreover, while there are many papers on information system adoption as well as customer innovativeness, the innovativeness and adoption in the same model seems to be rare in the literature. The study combines the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and consumer innovativeness on the adoption of E-learning systems based on cloud computing. A survey was conducted among 282 cloud-based E-learning participants and analyzed by structural equation modeling (SEM). The findings indicate that the adoption of cloud-based E-learning is influenced by performance expectancy, social influence, hedonic motivation, and habit. Interestingly, although innovativeness is not significant to use intention, it has a positive effect on E-learning usage which is relatively new in Vietnam

Developing an inter-enterprise alignment maturity model: research challenges and solutions

Business-IT alignment is pervasive today, as organizations strive to achieve competitive advantage. Like in other areas, e.g., software development, maintenance and IT services, there are maturity models to assess such alignment. Those models, however, do not specifically address the aspects needed for achieving alignment between business and IT in inter-enterprise settings. In this paper, we present the challenges we face in the development of an inter-enterprise alignment maturity model, as well as the current solutions to counter these problems

Word Limited: An Empirical Analysis of the Relationship Between theLength, Resiliency, and Impact of Federal Regulations

Since the rise of the modern administrative state we have seen a demonstrable trend towards lengthier regulations. However, popular critiques of the administrative state that focus on the overall size of the Federal Register are misguided. They rest on the premise that more, and longer, regulations unduly burden industry and the economy in general. However, movement towards lengthier and more detailed regulations could be rational and largely unproblematic. This study tests two potential rational explanations for the trend towards longer regulations: dubbed (1) “the insulation hypothesis” and (2) “the socially beneficial hypothesis.” Each of these explanations embodies a theoretically rational decision. First, the insulation hypothesis rests on the idea that it would make sense for policy-makers to include more detailed legal and scientific support in new regulations, and thereby increase their length relative to previous regulations, if the addition-al detail provided more insulation from judicial review. Second, the socially beneficial hypothesis rests on the idea that devoting relatively more time and re-sources to each new rule would be appropriate if longer, newer regulations produced more net social benefits than older, shorter ones. The empirical analysis set forth in this article combines data from a number of publicly available sources to test these hypotheses. The results, confirming “the socially beneficial hypothesis,” add to the canon of empirical analysis of administrative law, building on the work of Cass Sunstein, Cary Coglianese, and others. Recognizing an overly burdensome regulatory state, an undoubtedly worthwhile and vital check in a democratic society, requires more than simply counting the pages of regulations. The results of this study should put some minds at ease, at least with respect to EPA regulations; they should also help better direct our scrutiny in the future