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Big Data - konkurrensfördel idag, överlevnad imorgon

Boberg, Clara LU ; Groop, Eric LU and Lundell, Mia LU (2016) FEKH29 20161
Department 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.
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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
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},
  keyword      = {Big Data,CRM,kundrelation,lojalitet,integration,integrated marketing communications},
  language     = {swe},
  note         = {Student Paper},
  title        = {Big Data - konkurrensfördel idag, överlevnad imorgon},
  year         = {2016},
}