... process to embed a data-driven mind-set in marketing decision-making that combines big-data analysis and continuous learning, allowing companies to adapt their dynamic capabilities to the ever-shifting international competitive arenas. Design/methodology/approach Given the scarcity of studies...

... Limited 2021 Emerald Publishing Limited Licensed re-use rights only Our study contributes to the Big Data and CRM literature as follows: First, we provide an enhanced understanding of Big Data use in CRM strategizing. Second, we provide the first SLR on the use of Big Data in CRM strategies...

... high on power distance, individualism, masculinity, uncertainty avoidance and indulgence are more likely to write helpful reviews. Originality/value This is one of the first cross-cultural studies in marketing using a big data approach in examining how users of reviews from different countries...

...Shahriar Akter; Md Afnan Hossain; Qiang (Steven) Lu; S.M. Riad Shams 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 yet to be formed conceptually. Thus...

...Itzhak Gnizy Purpose One of the major trends in today’s businesses is big data (BD). While research on various aspects of BD is flourishing, little is empirically known about its impact on firms’ strategies. Furthermore, research on the use of BD and its effects in international firms is in its...