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Big and lean is beautiful: a conceptual framework for data-based learning in marketing management
(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 ...
Combining big data and lean startup methods for business model evolution
(Springer, 2017-12)
The continued survival of firms depends on successful innovation. Yet, legacy firms are struggling to adapt their business models to successfully innovate in the face of greater competition from both local and global ...
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