Aljumah, Ahmad; Nuseir, Mohammed T.; Alam, Mahmudul - In: Business Process Management Journal 27 (2021) 4, pp. 1108-1125
Purpose: This study investigates the impact of traditional marketing analytics and big data analytics on the success of a new product. Moreover, it assesses the mediating effects of the quality of big data system. Design/methodology/approach: This study is based on primary data that were...