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Articles and Opinion  Using Big Search Data to Map Your Market Premium

Skiera, Bernd; Ringel, Daniel M. Analyzing big data poses huge challenges. The authors describe how they used clickstream data to visualize competition in product categories containing more than 1,000 products. Manufacturers and retailers can profit from their approach, which yields more meaningful information on customer behavior than traditional market research methods. Read article

Articles and Opinion  3 Steps to Market-Driven Digital Transformation Premium

Villanueva, Julián; Ferrándiz, Luis To help businesses get ready for a digitally transformed world, this article presents a step-by-step model called the Stairway to Digitalization. It starts with customers, and demands senior-level commitment, so the strategic goal of digital transformation is achieved. Read article

Articles and Opinion  Mobile Payments: A Framework for Success Premium

Calvo, Eduard There is a lot more to mobile payments than merely substituting a phone for a card when performing a financial transaction. Managers need to think less about the technology, and more about how the new functionalities of m-payments can enable superior value propositions for their customers. This article reveals how. Read article

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Using Big Search Data to Map Your Market Skiera, Bernd; Ringel, Daniel M.
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3 Steps to Market-Driven Digital Transformation Villanueva, Julián; Ferrándiz, Luis
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Know Where to Start Argandoña, Antonio
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