Data-driven decision-making (DDD) is rapidly transforming modern operations. The availability of Big Data, advances in data analytics tool, and rapid gains in processing power enable firms to make decisions based on data, rather than intuition. Yet, most firms still allow managers to override...

How does the monetary value of customer purchases vary by customer preference for purchase channels (e.g., catalog, store, Web, multichannel) and product category? We develop a conceptual model and hypotheses about the moderating effects of two key product category characteristics -- hedonic...