The Bottom Line: Volume 33 Issue 2

Customer information sharing and new service development: is there a link?

Theresia Busagara, Neema Mori, Lena Mossberg, Dev Jani, Tommy Andersson

The purpose of this paper is to establish the link between customer information sharing and new service development.

Data science for business: benefits, challenges and opportunities

Mauricius Munhoz de Medeiros, Norberto Hoppen, Antonio Carlos Gastaud Maçada

This paper aims to identify the benefits of data science (DS) for organizations, highlighting the challenges and opportunities related to developing this capability.

Information credibility and organizational feedback; a solution to plethora of consumer advocacy, brand avoidance and community usefulness

Muhammad Azeem Abro, Rohaizat Baharun, Ahsan Zubair

This study aims to investigate the impact of consumer advocacy on community usefulness and brand avoidance. Moreover, the study scrutinizes the mediating role and impact of…

Artificial intelligence (AI) in strategic marketing decision-making: a research agenda

Merlin Stone, Eleni Aravopoulou, Yuksel Ekinci, Geraint Evans, Matt Hobbs, Ashraf Labib, Paul Laughlin, Jon Machtynger, Liz Machtynger

The purpose of this paper is to review literature about the applications of artificial intelligence (AI) in strategic situations and identify the research that is needed in the…

The effect of data strategy on competitive advantage

Mauricius Munhoz de Medeiros, Antonio Carlos Gastaud Maçada, José Carlos da Silva Freitas Junior

In the age of analytical competition, business models and gaining competitive advantage (CA) are directly related to organizations’ data strategy. Incorporating data strategy…