期刊
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
卷 37, 期 1, 页码 3-14出版社
ELSEVIER
DOI: 10.1016/j.ijresmar.2019.09.001
关键词
Retailing; Big data analytics
类别
As a research domain, the retail sector has always had many appealing features, such as its size, its multi-faceted and dynamic nature, the possibility for researchers to exploit their own domain knowledge, and an extensive coverage by business analysts. In addition, the above-average availability of good-quality data has historically been an additional selling point to empirical researchers. The paper considers to what extent the latter still holds, and explores a number of additional opportunities and challenges that emerge from the ongoing big data revolution. This is done from five perspectives: retail managers, retailing researchers, public-policy makers, investors, and retailing educators. (C) 2020 The Author. Published by Elsevier B.V.
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