Seizing opportunities in Europe: a roadmap for efficient Big Data implementation in Spanish SMEs
Fecha
2022Versión
Acceso abierto / Sarbide irekia
Tipo
Artículo / Artikulua
Versión
Versión aceptada / Onetsi den bertsioa
Impacto
|
10.1108/DPRG-02-2022-0019
Resumen
Purpose: This paper aims to help small- and medium-sized enterprises (SMEs) to seize the potential of Big Data in their marketing strategies to leverage a competitive advantage in the rising digital marketplace and lead the post-pandemic economic recovery. However, Spanish SMEs have had serious difficulties in working with Big Data.
Design/methodology/approach: In this study, a roadmap is design ...
[++]
Purpose: This paper aims to help small- and medium-sized enterprises (SMEs) to seize the potential of Big Data in their marketing strategies to leverage a competitive advantage in the rising digital marketplace and lead the post-pandemic economic recovery. However, Spanish SMEs have had serious difficulties in working with Big Data.
Design/methodology/approach: In this study, a roadmap is designed to pave the way for a successful Big Data implementation.
Findings: SMEs with updated information on how to access the historic funding opportunities might profit to this opportunity. It not only generates financing opportunities for SMEs but also grants continuity to their strategies by offering the most profitable techniques by which they can efficiently analyse data and gain consumer insights, thus overcoming the many problems they face when working with Big Data as well as helping them to monetise their marketing strategies.
Originality/value: The main advantage of this research is its innovative approach to business strategy as it provides. The value added by this paper lies in its holistic and updated approach to supporting SME [--]
Materias
Big Data,
Business Intelligence,
Behavioural analytics,
Small- and Medium-sized enterprises (SMEs),
Marketing strategies,
European Union
Editor
Emerald
Publicado en
Digital Policy, Regulation and Governance Vol. 24 No. 5, pp. 463-478
Departamento
Universidad Pública de Navarra. Departamento de Gestión de Empresas /
Nafarroako Unibertsitate Publikoa. Enpresen Kudeaketa Saila