Big Data - konkurrensfördel idag, överlevnad imorgon
(2016) FEKH29 20161Department of Business Administration
- Abstract (Swedish)
- Att göra en studie om hur detaljhandelsföretag tar tillvara på och hanterar Big Data för att stärka sina kundrelationer samt hur de kan förbättras.
Vi har utfört en kvalitativ fallstudie i form av djupintervjuer samt en egen undersökning. Djupintervjuerna har haft en semistrukturerad uppbyggnad. Den egna undersökningen har en komparativ karaktär där insamlingen av data gällande kunder, har jämförts mellan de olika fallföretagen. Djupintervjuerna grundar sig i erfarenheter som intervjupersonerna bidragit med medan det vid den egna undersökningen krävt logiskt tänkande för att kunna komma fram till slutsatser. Således bär uppsatsen den abduktiva ansatsens prägel. - Abstract
- A study about how retail companies collect and manage Big Data in order to strengthen and develop their customer relationship.
The study is one of qualitative character, which is built upon several in-depth interviews as well as a survey performed by the authors. The in-depth interviews are semi-structured. The survey is of comparative nature where the gathering of customer-driven-data is compared between the chosen companies. The in-depth interviews are based on experiences the persons being interviewed have contributed with, while during the survey, the authors applied logical thinking to be able to reach conclusions. Thus, the study is carrying an abductive mark.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8889698
- author
- Boberg, Clara LU ; Groop, Eric LU and Lundell, Mia LU
- supervisor
- organization
- alternative title
- Big Data - Competitive advantage today, survival tomorrow
- course
- FEKH29 20161
- year
- 2016
- type
- M2 - Bachelor Degree
- subject
- keywords
- Big Data, CRM, kundrelation, lojalitet, integration, integrated marketing communications
- language
- Swedish
- id
- 8889698
- date added to LUP
- 2016-09-05 10:26:54
- date last changed
- 2016-09-05 10:26:54
@misc{8889698, abstract = {{A study about how retail companies collect and manage Big Data in order to strengthen and develop their customer relationship. The study is one of qualitative character, which is built upon several in-depth interviews as well as a survey performed by the authors. The in-depth interviews are semi-structured. The survey is of comparative nature where the gathering of customer-driven-data is compared between the chosen companies. The in-depth interviews are based on experiences the persons being interviewed have contributed with, while during the survey, the authors applied logical thinking to be able to reach conclusions. Thus, the study is carrying an abductive mark.}}, author = {{Boberg, Clara and Groop, Eric and Lundell, Mia}}, language = {{swe}}, note = {{Student Paper}}, title = {{Big Data - konkurrensfördel idag, överlevnad imorgon}}, year = {{2016}}, }