Browsing Faculty of Business by Author "Pauwels, K."
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Big and lean is beautiful: a conceptual framework for data-based learning in marketing management
Soyer, E.; Pauwels, K.; Seggie, Steven Head (Emerald Publishing Limited, 2019-09-19)While Big Data offer marketing managers information that is high in volume, variety, velocity, and veracity (the 4Vs), these features wouldn't necessarily improve their decision-making. Managers would still be vulnerable ... -
How do line extensions impact brand sales? The role of feature similarity and brand architecture
Sezen, B.; Pauwels, K.; Ataman, Mehmet Berk (Springer, 2023-11)Brand architecture decisions have important performance implications but have seen little quantitative research. In particular, there is little empirical evidence on how the strength of the link established among clusters ...
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