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| 2. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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Big data marketing : Context and Affordances
- 2022
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Ingår i: The SAGE Handbook of Digital Marketing. - London : Sage Publications. - 9781529743791 - 9781529782509 ; , s. 68-80
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Bokkapitel (refereegranskat)
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| 5. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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Developing Innovative Services Based on Big Data : The Case of Go:Smart
- 2013
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Konferensbidrag (refereegranskat)abstract
- The purpose of this paper is to illuminate the challenges associated with developing innovative technology-based services based on big data. The paper presents and analyzes a case study of GO:SMART, a project with the aim to develop an innovative service for promoting sustainable transportation in urban areas. The challenges identified relate to epistemological and methodological directives that affect the process and outcome of big data-based new service development projects.
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| 7. |
- Caesarius, Leon Michael, 1971-
(författare)
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Faces of Information
- 2012
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Ingår i: Mercury Magazine. - : Företagsekonomiska institutionen. - 2001-3272. ; 1:1, s. 32-38
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Tidskriftsartikel (populärvet., debatt m.m.)
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| 8. |
- Caesarius, Leon Michael, 1971-
(författare)
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In search of known unknowns : an empirical investigation of the peripety of a knowledge management system
- 2008
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- In their quest to secure their level of competitiveness, organizations have turned their attention to a specific type of information technology (IT) solution referred to as knowledge management systems (KMS). Research recurrently views and defines such system as IT-tools that mainly enable the collection, storing and diffusion of knowledge within the boundaries of the organization. Consequently the focus of KMS is believed to be on intra-organizational ‘knowledge’ re-use of ‘known knowns’. However, despite this definition and despite the inherent claim in the very name of such systems research continues to report failures rather than successes. Yet, the occurrence of the phenomenon of IT–based knowledge management (KM) endeavours in organizations continuous to rise. What really is the nature of this phenomenon and what is it a manifestation of? The purpose of this investigation is to explore the nature of IT–based knowledge management endeavours and their outcomes, and to explicate thereby the intricacies that surround them. How can KMS be described? How are they developed? Why are they deployed and what, if any, are the outcomes for the organization using them are the four research questions driving the investigation. Furthermore, it the investigation rests on a theoretical framework influenced by a constructionist perspective on knowledge and builds empirically on a longitudinal case study of a large international pharmaceutical firm’s IT-based KM effort. The empirical findings suggest that the case organization bridged the boundaries with the outside world by using the KMS as a way to establish knowledge exchange relationships with key target audiences. Getting the audiences to use the system meant transforming them to de facto information producers. To enable the continuity in the use of the system, the case organization designed it to provide the audiences continuous knowledge intensive services in return for getting informated. The services centred on supporting the practices of the target audiences by drawing on the automating and informating ability of IT. Granted an interimistic at least continuity in the use of the system by the target audiences meant a possibility for knowledge creation through experimentation for the organization and a possibility for knowledge creation through the enactment of embodied practice for the target audiences. A number of intricacies however, limited as expected the lifespan of the system. The main conclusion drawn from the case study is that the phenomenon has become inter-organizational and instead of simply focusing on knowledge re-use it also focuses, and in the specific case predominantly so, on knowledge creation. This is an indication that the phenomenon can be understood as a manifestation of an attempt to search for ‘known unknowns’ by means of IT. This in turn suggests an expansion from only exploitative to both exploitative and explorative use of IT; an expansion from using IT not only for efficiency-enhancing purposes but for effectiveness-enhancing purposes as well.
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| 9. |
- Caesarius, Leon Michael, 1971-
(författare)
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In the Head of A Successful Entrepreneur
- 2013
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Ingår i: Mercury Magazine. - Uppsala : Företagsekonomiska Institutionen. - 2001-3272. ; :4, s. 16-17
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Tidskriftsartikel (populärvet., debatt m.m.)
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| 10. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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Kunskapsbaserad marknadsföring
- 2016. - 1
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Bok (övrigt vetenskapligt/konstnärligt)abstract
- I denna bok ligger fokus på hur den förändrade informationsteknologin påverkar sättet och möjligheterna att bedriva marknadsföring.Kunskapsbaserad marknadsföring handlar om att utnyttja ny digital teknologi och de möjligheter som digitaliseringen av vår vardag, av företagets verksamhet och av samhället i stort för med sig.Företag kan i dag i större grad fatta beslut som bygger på fakta och kunskap om sina kunder, snarare än bara på antaganden och intuition.Den nya kunskapsbaserade marknadsföringen skapar förutsättningar att fördela resurser,prognostisera och tillfredsställa kundbehov med ökad precision.
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| 12. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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Marknadsföring och Nya Medier
- 2013
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Ingår i: Marknadsföring. - Lund : Studentlitteratur. - 9789144074184 ; , s. 23-35
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Bokkapitel (refereegranskat)
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| 13. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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MOOCs - Massive Open Online Courses
- 2014
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Ingår i: Mercury Magazine. - Uppsala : Företagsekonomiska Institutionen. - 2001-3272. ; 3:7-8, s. 52-59
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Tidskriftsartikel (populärvet., debatt m.m.)
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| 14. |
- Caesarius, Leon Michael, 1971-
(författare)
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One Year Later
- 2012
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Ingår i: Mercury Magazine. - : Företagsekonomiska institutionen. - 2001-3272. ; 1:2, s. 18-19
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Tidskriftsartikel (populärvet., debatt m.m.)
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| 15. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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Scientification in Sports
- 2014
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Ingår i: Mercury Magazine. - Uppsala : Företagsekonomiska Institutionen. - 2001-3272. ; 3:7-8, s. 24-25
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Tidskriftsartikel (populärvet., debatt m.m.)
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| 16. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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Searching for big data : How incumbents explore a possible adoption of big data technologies
- 2018
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Ingår i: Scandinavian Journal of Management. - : ELSEVIER SCI LTD. - 0956-5221 .- 1873-3387. ; 34:2, s. 129-140
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Tidskriftsartikel (refereegranskat)abstract
- Big data is often described as a new frontier of IT-enabled competitive advantage. A limited number of exemplary firms have been used recurrently in the big data debate to serve as successful illustrations of what big data technologies can offer. These firms are well-known, data-driven organizations that often, but not always, are born digital companies. Comparatively little attention has been paid to the challenges that many incumbent organizations face when they try to explore a possible adoption of such technologies. This study investigates how incumbents handle such an exploration and what challenges they face. Drawing on a four-year qualitative field study of four large Scandinavian firms, we are able to develop a typology of how incumbents handle the exploration of and resistance to adopting big data technologies. Directly affecting the incumbents' exploration are two aspects that separate the adoption of big data technologies from that of other technologies. First, being an elusive concept, big data technologies can mean different things to different organizations. This makes the technologies difficult to explain before an investing body, while it simultaneously opens up possibilities for creative definitions. Second, big data technologies have a transformative effect on the organization of work in firms. This transformative capability will make managers wary as it might threaten their position in the firm, and it will create ripple effects, transforming other systems besides those directly connected to the technology.
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| 17. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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The Democratization of Market Communication
- 2012
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Ingår i: Mercury Magazine. - : Företagsekonomiska institutionen. - 2001-3272. ; 1:1, s. 42-45
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Tidskriftsartikel (populärvet., debatt m.m.)
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| 18. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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The quest to make sense of information : A research commentary
- 2011
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Konferensbidrag (refereegranskat)abstract
- Debates on the so-called issue of ‘Big Data’, especially those in the business press, tend to over-emphasize potential benefits focusing almost exclusively on the promise of turning data and information into actionable knowledge. Accordingly, operating in information-rich environments provides firms opportunities to engage in analytic processes drawing on data and information to gain new intelligence (knowledge). New intelligence is the supposed end product of such processes that include among other things the identification of patterns, the creation of scenarios, the testing of models, prediction making and the prescription of actions. Such descriptions, as straightforward as they may sound, do not parallel reality, which is far more complex and difficult, and above all dependent on aspects that tend to escape the attention of many debaters.Yet, although a ‘neologism’, the issue of ‘Big Data’ is part of larger debate on firms’ efforts to make sense of information. As such it connects to more diachronic issues in research such as for instance decision making, information system support and knowledge management. But the debate needs to be balanced; potentials need to be investigated in light of their challenges.In this commentary paper we seek to add to the debate on ‘Big Data’ and on firms’ quest for making sense of data and information. We do so by attempting to explicate the challenges associates with such endeavors. Our main arguments are that although ‘Big Data’ may hold potential to support firms’ information sense-making processes, firms’ methodological and epistemological directives condition this potential. The former concerns the level of scientification, i.e. how much firms are relying on and accommodating for the use of scientific methodologies and knowledge to produce, make sense of and use information in a highly disciplined, systematized, structured and experimental manner. The latter relates to who is given interpretation priority in the analytic process effectively forming that which the firm is to act on, namely knowledge. Based on these findings we propose a set of areas for further research on subject matter.
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| 19. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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The scientification of marketing
- 2013
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Ingår i: 22nd Nordic Academy of management conference.
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Konferensbidrag (refereegranskat)
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| 20. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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Towards the development of knowledge-based marketing : how the new market space reshapes marketing
- 2011
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- Recent advances in ICT are reshaping the opportunities for firms to create and extract value in their marketing processes. The emergence, for instance, of new interactive channels and media that promote dialogue and collaboration empowers consumers to act both as producers and consumers of information online. Social media that relies solely on user-generated content permits consumers to share knowledge with each other and to mass collaborate by pooling knowledge for various causes. These advances have laid the foundation for a new, global, social and ubiquitous digital arena – a new marketspace – where transactions of goods and services and in particular the exchange of information between different actors is taking place.As marketing practice is associated with processes of gathering, manipulating and applying information and knowledge, the implications of the new marketspace become significant. It leads to a change in the approach to and relationship with the customer and demands a change in the marketing logic itself. As a firm, acting in the new marketspace means participating and collaborating with consumers in order to influence and get influenced by them through supporting their value creation processes. The new marketspace essentially pushes towards the development of a more knowledge-based marketing practice, i.e. a practice based on facts, as it represents an essential source to large amounts of information that combined with internal proprietary information can be harnessed systematically to advance the knowledge of the firm.The purpose of this conceptual paper is to analyze implication of the new marketspace on marketing practice. We do so by drawing on previous works within the fields of marketing, communication and IT-research. We argue that firms acting on the new marketspace to harness knowledge face a situation that require both a new logic, new skills and new ways of organizing market communication in order to create and develop value for customers.
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| 21. |
- Caesarius, Leon Michael, 1971-, et al.
(författare)
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Use of Social Media in Marketing Educational Services
- 2012
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Ingår i: Innovative Service Perspectives.
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- The purpose of this paper is to explore how social media is used as a communication channel to market educational services in primary, secondary and tertiary education at both public and private educational institutions in Sweden. The empirical material consists of six in-depth case studies of three public and three first, second and third level educational institutions in Sweden. The distinction of private and public institutions was made to enable comparison given the differences in resources and their needs in attracting students. The case studies illuminate the situational and regulatory conditions of each of the institutions, the knowledge of an appropriation of technology (social media) in the marketing of their educational programs as well as the effects on the overall marketing strategy of the institutions. The overall findings indicate that the knowledge and use of social media is still limited and at an embryonic and experimental stage. Contrary to the expectations no significant difference in knowledge and usage of social media was identified between private and public institutions. Rather differences were more related to the level of education.
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