Can data analytics raise marketing agility?-A sense-and-respond perspective

2023 | Information & Management | Citations: 0

Authors: Tarn, David D.C.; Wang, Juefan

Abstract: Data analytics (DA) is a growing technique to generate knowledge of and to raise ... Expand

Abstract: Data analytics (DA) is a growing technique to generate knowledge of and to raise responsiveness to marketplace, yet relatively few studies clarified its framework and to examine its effects on marketing actions. This study builds a DA framework based on sense-and-respond perspective and practices and accordingly examines their impact on marketing agility and the mediating effects of market knowledge specificity. We conduct in-depth interviews and surveys to measure the new framework. Results from 198 observations confirm the new frame­ work and indicate that the DA constructs have positive but different effects on marketing agility and the mediation of market knowledge specificity. Collapse

Topics: analytical information system marketing management internet technology social media knowledge representation

Methods: survey regression analysis method qualitative interview parametric test personal interview

Peak cubes in service operations: Bringing multidimensionality into decision support systems

2021 | Decision Support Systems | Citations: 0

Authors: Barfar, Arash; Padmanabhan, Balaji; Hevner, Alan

Abstract: Companies like Ritz Carlton, Disney and Verizon are among many who have invested ... Expand

Abstract: Companies like Ritz Carlton, Disney and Verizon are among many who have invested in analytics to improve their customers’ service experiences with the firms. Extensive data are collected on all aspects of how customers interact or experience the products or services. Research has shown the importance of the “peak-end” rule in service design; that is, providing a customer with good “peak” service levels and “ending” the service experience with high quality can enhance customer satisfaction and build loyalty. However, previous studies have examined this phenomenon only in contexts with unidimensional service levels. We introduce peak cubes, which enable service designers and scholars to pinpoint prominent service levels in multidimensional service experience pro­ files—thereby extending current research on behavioral economics and service design to more general settings. Results indicate the potential of multidimensional peak-end models to better predict customer satisfaction in various service scenarios. Using Shapley values in coalitional game theory, the resulting models can also inform service designers about the quality dimensions that are critical from the perspective of multidimensional peakend heuristic and customer satisfaction. Our research contributions and proposed methodology will enhance decision support systems with multidimensional capabilities and have applications to fields as diverse as service operations and healthcare. Collapse

Topics: service quality shapley additive explanation logistics management customer satisfaction database system

Methods: simulation computational algorithm time series analysis longitudinal research LightGBM

Theories: behavioral economics theory of bounded rationality game theory cooperative game theory

Enabling Non-Profits to Transform the Value of Donations Through Digital Platforms: The Case of eBay’s ‘Charity Connect’ Initiative

2021 | International Conference on Information Systems | Citations: 0

Authors: Brooks, Jade; Richey, Michelle; Mayasandra-Nagaraja, Ravi

Abstract: Many non-profit organizations are embracing digital platforms as part of a wide ... Expand

Abstract: Many non-profit organizations are embracing digital platforms as part of a wider shift towards 'digitization'. One pertinent example is the move towards selling donated products online. E-commerce platforms open-up new global markets and have provided a way for charities to achieve better value from donated items. However, processing donated items online is effortful, and the sectors' existing infrastructure are not well suited to the logistical requirements. This teaching case focuses on three charities who have embraced eBay's ecommerce platform. They have different strategic, organizational and resources approaches to achieving more value from donations. The case accounts for both technical and non-technical IS classes by challenging students to discuss how the charities utilize eBay, before prompting students to consider sectoral challenges and potential solutions. It also asks students to analyze platform design features, before proposing platform adaptations which may better support charities as a specific user group. Collapse

Topics: mobile application electronic commerce virtual teamwork

Evaluation of a National Digital Location Infrastructure: Stakeholders’ Perspectives in Ghana

2019 | Americas Conference on Information Systems | Citations: 0

Authors: Bibi, Dzifa; Effah, John; Boateng, Richard

Abstract: This paper seeks to understand how different stakeholder groups evaluate nation ... Expand

Abstract: This paper seeks to understand how different stakeholder groups evaluate national digital location infrastructure in a developing country of Ghana. Information Systems literature has discussed the digital infrastructure phenomenon extensively, however, little is known about evaluating the performance of digital infrastructures. To address this gap, this paper employs a qualitative interpretive case study methodology to understand how different stakeholder groups evaluate performance of a national digital location infrastructure implemented in Ghana. Findings show how effective evaluation of digital infrastructure can be achieved through independent analysis of stakeholders' interests and their corresponding interpretation of the success or failure of national digital location infrastructures. The study also shows that meeting stakeholder groups' expectations is not enough grounds for national digital infrastructures to gain favorable evaluation. The findings have implication for policy, practice, and research. Collapse

Topics: information technology infrastructure systems evaluation

Methods: qualitative interview case study qualitative content analysis

Theories: stakeholder theory

Product Uncertainty in Online Markets: The Influence of Situational Factors and Individual Characteristics on Purchase Decision Reversal

2019 | HICSS | Citations: 0

Authors: Jha, Mayur; Kemper, Jan; Brettel, Malte

Abstract: E-commerce has traditionally suffered from significantly higher product return r ... Expand

Abstract: E-commerce has traditionally suffered from significantly higher product return rates than offline retail (30 % online vs. 10 % offline). Product uncertainty at the time of purchase has been identified as one of the key drivers of purchase decision reversals in online markets. Collapse

Topics: mobile channel marketing management decision making individual characteristic marketing information system

Methods: descriptive statistic multinomial logistic regression longitudinal research logistic regression parametric test

Theories: expectation disconfirmation theory

Show me how you buy and I will tell you how you pay: The situational effect on payment method choice in e-commerce

2018 | European Conference On Information Systems | Citations: 0

Authors: Kemper, Jan; Deufel, Patrick

Abstract: This article builds on the theory of money demand to extend the literature strea ... Expand

Abstract: This article builds on the theory of money demand to extend the literature stream of payment method choice. Our results indicate that the situation in which a customer places an order has significant influence on her or his payment decision. Especially the customer's very first order at the merchant, express delivery orders, and ordering basic items, increase the likelihood of paying with well-known payment methods (i.e., credit card) compared to more deferred ones (i.e., invoice). Other factors like product familiarity, sales promotion or the customer's solvency score play a subordinate role. Our results are based on an exclusive dataset containing close to a million actual customer transactions in 2016/17 from a leading European online fashion retailer. We suggest a re-interpretation of the transaction demand for money theory in the absence of cash. Online payment deferral represents a new choice the consumer faces compared to what formerly has been the cash vs. card payment decision. By offering deferred payment methods, e-commerce companies implicitly extend their business model to financing services. In practice, merchants should anticipate consumers' payment preferences, which eventually reduces complexity for the seller and increases convenience for the buyer. Collapse

Topics: electronic commerce IS management business model electronic payment

Methods: survey multinomial logistic regression conjoint analysis statistical hypothesis test qualitative interview

Content design of advertisement for consumer exposure: Mobile marketing through short messaging service

2017 | International Journal of Information Management | Citations: 45

Authors: Shareef, Mahmud Akhter; Dwivedi, Yogesh K.; Kumar, Vinod; Kumar, Uma

Abstract: a b s t r a c tThe success of mobile phone-based short messaging service (SMS) ... Expand

Abstract: a b s t r a c tThe success of mobile phone-based short messaging service (SMS) commercials as a tool of promotional marketing depends upon the wording, statement, language, presentation − in other words, the overall content of the message. If consumers are not exposed to the mobile phone SMS containing promotional offers, marketers would less likely to achieve any benefits by sending SMS to prospective consumers. This study is aimed to identify and empirically examine the critical variables that can attract consumers to open and read the advertisement on the SMS. To address consumer exposure, the study was designed on the conceptual paradigms of the UTAUT2 with the inclusion of three external constructs: personalization, self-concept, and trust. Through a consumer survey, this study found significant variations from the UTAUT2 to provide new constructs to capture consumer intentions for exposure to the product. By doing so, this study has developed and tested an extended version of UTAUT2, which is named as UTAUT-CEMM (Unified Theory of Acceptance and Use of Technology of Consumer Exposure for Mobile Message). It revealed that consumer segmentation and target marketing is the most effective way to communicate with consumers through promotional marketing conducted by the mobile phone SMS. It also suggested that this promotional marketing is valuable only for highly reputable vendors/retailers. Collapse

Topics: marketing management mobile phone usability personalization social influence

Methods: literature study survey chi squared test focus group descriptive statistic

Theories: extended unified theory of acceptance and use of technology unified theory of acceptance and use of technology psychological theory reinforcement sensitivity theory marketing theory

An Internet-Enabled Move to the Market in Logistics

2016 | Information Systems Research | Citations: 0

Authors: Gong, Fengmei; Nault, Barrie R.; Rahman, Mohammad S.

Abstract: Logistics outsourcing has increased with the commercialization of the Internet, ... Expand

Abstract: Logistics outsourcing has increased with the commercialization of the Internet, implying a reduction in the corresponding transaction costs. The Internet—with its universal connectivity and open standards—radically enhanced information technology (IT) capabilities, and we hypothesize this has reduced external transaction costs relatively more than internal governance costs. Using transaction cost theory as a lens, we examine whether the commercialization of the Internet coincided with a move to the market in logistics—one of the most connected industries in the economy. We estimate the relationship between IT and outsourced logistics in a production function based on two data sets from 1987 to 2008. We find that the effects of IT on outsourced logistics have changed in the post-Internet era. After the commercialization of the Internet, an industry’s own IT investment and outsourced logistics became complements, whereas they were not before. It suggests that because of the unique characteristics of the Internet as an enabler, IT reduced external transaction costs relatively more than internal governance costs. Consequently, industries favored the market form of the provision of logistics. We also find similar impacts of customers’ IT investments on a focal industry’s outsourced logistics. Previous studies argued that IT led to the shift from hierarchies to markets, or provided indirect evidence through measures of firm size or integration. Using a production theory model, our study provides systematic empirical evidence to support that the Internet enabled a move to the market in the provision of logistics. Collapse

Topics: logistics management internet technology IT investment outsourcing supply chain management

Methods: longitudinal research econometric modeling likelihood-ratio test autocorrelation analysis time series analysis

Theories: transaction cost economics economic production theory

Does Ownership Affect the Variability of the Production Process? Evidence from International Courier Services

2010 | Organization Science | Citations: 0

Authors: Chihmao Hsieh; Lazzarini, Sérgio Giovanetti; Nickerson, Jackson A.; Laurini, Marcio

Abstract: A firm often must ensure that products or services it produces match customer ex ... Expand

Abstract: A firm often must ensure that products or services it produces match customer expectations. We define variability as any deviation in a production process yielding products or services whose attributes differ from the firm's stated target specifications. Firms pursuing products marked by low variability are more subject to maladaptation costs if production processes are not adjusted to avoid nonconformities. Furthermore, such adjustments often require idiosyncratic investments (e.g., dedicated information technology systems), thereby creating contractual hazards and potential underinvestment. We hypothesize that ownership of sequential activities in the value chain helps mitigate problems associated with maladaptation as well as suboptimalities in transaction-specific investment, thereby resulting in lower variability. Using data on delivery times from the Japanese international courier and small package services industry, we assess the variability-reducing role of ownership in two complementary ways. The first approach is parametric, allowing us to assess the impact of ownership on the variance associated with delivery time; here we focus on shipments that frequently fail to arrive precisely within the time period initially expected by customers. The second approach is more consistent with the notion of reliability, or the likelihood that shipments will not arrive later than expected: we nonparametrically estimate the distribution of deviations between actual and expected delivery time, and verify how distinct organizational choices change the distribution. Ownership of multiple segments yields a particularly pronounced effect on both variance and reliability. Ownership bestows variability-reducing benefits of ownership, especially when ownership is observed in multiple stages of the value chain. Collapse

Topics: database system missing data supply chain management strategic management outsourcing

Methods: parametric test regression analysis method statistical hypothesis test Bayesian analysis Markov chain Monte Carlo

Theories: transaction cost economics

Aligning Software Processes with Strategy

2006 | Management Information Systems Quarterly | Citations: 45

Authors: Slaughter, Sandra A.; Levine, Linda; Ramesh, Balasubramaniam; Pries-Heje, Jan; Baskerville, Richard

Abstract: Although increasing evidence suggests that superior performance requires alignme ... Expand

Abstract: Although increasing evidence suggests that superior performance requires alignment between firms' strategies and production processes, it is not known if such alignment is relevant for software development processes. This study breaks new ground by examining how firms align their software processes, products, and strategies in Internet application development. Drawing upon the literatures in strategy, operations management, and information systems, we identify four dimensions that influence alignment: the business unit strategy, the level of product customization, the level of process customization, and the volume of customers. To examine how these dimensions are synchronized, we conducted detailed case studies of Internet application development in nine varied firms including both start-ups and established "brick and mortar" companies. Our analyses reveal that the firms in our study do use differing processes for Internet application development, and that many of the firms match their software process choices to product characteristics, customer volume, and business unit strategies. We develop concept maps for the firms that are in alignment to illustrate how managers configure specific product and process dimensions. We also offer potential explanations for why some firms are misaligned, such as attempting to execute incompatible strategies, the lack of coordination between marketing and production strategies, the too rapid expansion of process scope, and inflexible barriers to rapid adaptation of process. Our study contributes detailed insights into how software processes and customized to complement different types of product requirements and strategies. Collapse

Topics: internet technology systems development system development method strategic management website

Methods: qualitative interview case study discriminant analysis cluster analysis reference modelling

Theories: dynamic capabilities theory resource based view of the firm core competency theory