| Title: |
Design Science Research Approach Towards the Construction of Competitive Intelligence Process Model in the Era of Big Data |
| Authors: |
Albahsh, Eman Albash; Hosseinian Far, Amin; Sarwar, Dilshad |
| Collection: |
The University of Northampton: NECTAR - Northampton Electronic Collection of Theses and Research |
| Description: |
Big Data Analytics (BDA) is considered as one of the most recent suites of innovations that benefits a diverse range of businesses and industries. Advanced software systems significantly reduce analytic time, giving organisations the ability to make quick decisions that help to enhance business performance. Uncovering hidden patterns from large amount of data brought out the popularity of BDA term. These analyses can observe the patterns of consumers and customer's trends and provide meaningful insights for marketing teams within organisations. Accordingly, organisations have realised that they must adopt new technological approaches to market their products to create a competitive advantage. Marketers in different sectors put together valuable customer databases to deliver tailored offers and campaigns. The benefits of BDA have also informed new approaches for businesses to stand out. Identifying the right target customer has become one of the strategic objectives within several organisations. Knowing your customers and browsing their behaviour is a phenomenal competitive intelligence, triggering brand loyalty and customer satisfaction. Having top-notch competition and market intelligence requires powerful capabilities. Most organisations pursue to harness that data and extract value from it. To this end, the question is "how"? This study aims to explore how BDA can be integrated into the competitive intelligence process to achieve best practice of business performance through an adequate decision-making structure. It looks into the development of a conceptual model that incorporates BDA stages and competitive intelligence processes. The context for this research is focused on real estate businesses in the UAE, nonetheless, the findings from this study can also be generalised to other subject areas. The approach used for developing the model is design science research. A comprehensive thematic literature review was conducted to assess existing models and identify main variables of the competitive intelligence ... |
| Document Type: |
thesis |
| File Description: |
text |
| Language: |
English |
| Relation: |
https://nectar.northampton.ac.uk/id/eprint/20810/1/AlBahsh_Eman_2022_Design_Science_Research_Approach_Towards_the_Construction_of_Competitive_Intelligence_Process_Model_in_the_Era_of_Big_Data.pdf; Albahsh, E. A., Hosseinian Far, A. and Sarwar, D. Design Science Research Approach Towards the Construction of Competitive Intelligence Process Model in the Era of Big Data. PhD thesis. |
| Availability: |
https://nectar.northampton.ac.uk/id/eprint/20810/; https://nectar.northampton.ac.uk/id/eprint/20810/1/AlBahsh_Eman_2022_Design_Science_Research_Approach_Towards_the_Construction_of_Competitive_Intelligence_Process_Model_in_the_Era_of_Big_Data.pdf |
| Rights: |
cc_by_nc |
| Accession Number: |
edsbas.347FAB3 |
| Database: |
BASE |