Harvard Business Review ‘Data into Action’ Blog by Dr Christina Donnelly

This month Harvard Business Review is focusing on ‘Data into Action’, and have published a blog focusing on the research of Dr Christina Donnelly, Programme Director for Marketing within the School of Business. This blog captures insight taken from Dr Donnelly’s most recent publication on Small Business and the use of loyalty card data published in the International Small Business Journal. This discussion focuses on the small and medium-size firms’ access to highly formalised data (big data). The blog acknowledges that even if these businesses do manage to acquire consumer data, there’s still more work to be done... View this Post at http://blogs.hbr.org/2013/12/small-businesses-need-big-data-too/ Continue reading here [...]

‘Big Data’ Research Publication by Dr Christina Donnelly

In October this year I successfully got the following journal article titled ‘Digital loyalty card ‘big data’ and small business marketing: Formal versus informal or complementary?’ published in the International Small Business Journal (Hard copy available, February 2014). This article is available from:  http://isb.sagepub.com/content/early/2013/09/29/0266242613502691.full.pdf+html   The article proposes that a complementary relationship exists between the formalised nature of digital loyalty card data, and the informal nature of small business market orientation. A longitudinal, case based research approach analysed this relationship in small firm marketing planning from data exposure; this complemented rather than conflicted with an intuitive feel for markets. In addition, Continue reading here [...]