Olota, Oluwayomi Omotayo; Balogun, Ebenezer Oluwadamilare; … - In: Economic forum 15 (2025) 2, pp. 18-28
Small and medium enterprises around the world, and especially in emerging markets, face challenges when it comes to market segmentation. They have limited knowledge of the importance of big data customer insights for making concrete market segmentation decisions. The purpose of this study was to...
