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  • Reinhold, Michael, et al. (author)
  • Data-driven intelligence for SME e-business : a marketing and sales perspective
  • 2014
  • In: Marketing Review St. Gallen. - : Springer. - 1865-6544 .- 1865-7516. ; 31:4, s. 52-59
  • Journal article (peer-reviewed)abstract
    • Recommendation systems are coveted intelligence systems in e-business that provide benefits such as automated cross- and up-selling. However, they have so far been impractical to adopt in SME contexts characterized by scarce transaction data. Based on an SME case study, we demonstrate how SMEs can overcome three fundamental barriers to adopting recommendation systems. Large-scale simulation and modelling techniques are the key to success.
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Type of publication
journal article (1)
Type of content
peer-reviewed (1)
Author/Editor
Reinhold, Stephan (1)
Reinhold, Michael (1)
University
Linnaeus University (1)
Language
English (1)
Research subject (UKÄ/SCB)
Social Sciences (1)
Year
2014 (1)

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