As modern marketing environments become increasingly data‐intensive, the role of
marketing analytics in illuminating the dynamics of customer psychology to inform marketing …

Advancing value creation has gained momentum in recent years due to the dramatic growth
of data-driven marketing analytics. As such, there is an ever-growing surge both in …

Purpose Big data is one of the most demanding topics in contemporary marketing research.
Despite its importance, the big data-based strategic orientation in international marketing is …

Purpose Few well-documented studies have explained the importance of researching firms'
marketing analytics capability (FMAC). In spite of its significance, there is scant attention to …

Purpose This study aims to explore the interplay between organizational culture, available
resources, change management competency, and employee attitudes towards digital …

Purpose This study aims to explore supply chain disruptions during the COVID-19 pandemic
in the small and medium enterprise (SME) sector in Oman. This study analyzes the impact …

Purpose This study aims to investigate the impact of firms' information system management
capabilities on competitive performance for achieving sustainable development goals …

The prevalence of the platform economy is rapidly increasing, primarily driven by the
incorporation of big data into the digital business environment. Big data contains substantial …

Customer analytics capability remains underdeveloped among firms despite its potential for
enhancing competitiveness. Previous research has predominantly focused on inside-out …

The world has witnessed a meteoric rise of remote working using digital platforms and
technologies due to the COVID-19 pandemic. Since data is at the heart of the digital work …