Data-driven innovation (DDI) gains its prominence due to its potential to transform
innovation in the age of AI. Digital giants Amazon, Alibaba, Google, Apple, and Facebook …

While data-driven innovation capabilities have received considerable attention from
academics and practitioners, there is insufficient longitudinal evidence on how they might …

Purpose Using analytics for firms' competitiveness is a vital component of a company's
strategic planning and management process. In recent years, organizations have started to …

This study aimed to explore the implications of marketing practices based on current
literature on how businesses utilize a new frontier of technology in conjunction with …

Purpose This study aims to advance the understanding of digital marketing capability by
conducting a comprehensive, systematic review of relevant literature at the firm level …

Customer churn prediction is widely used to detect potential churners, which stimulates
customer retention, and decrease churn loss. Most customer churn prediction models …

Purpose The primary aim of this study is to detail the use of soft computing techniques in
business and management research. Its objectives are as follows: to conduct a …

Many companies have encountered vagueness, uncertainty, complexity, and ambiguity in
formulating strategies during the COVID-19 pandemic. Therefore, they urgently require a …

The main purpose of this paper is to provide a theoretically grounded discussion on big data
mining for customer insights, as well as to identify and describe a research gap due to the …

Turning digital technology to immersive marketing strategy: a strategic perspective on flexibility,
agility and adaptability for businesses | Emerald Insight Books and journals Case studies Expert …