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Christopher Schumacher
Former Member
Title
M.Sc.
Last Name
Schumacher
First name
Christopher
Phone
+41 71 224 7961
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Item type:Publication, Data analysis for digital transformation: the example of willingness to share personal information(2024-09); ; John DongDigital transformation refers to firms integrating digital technologies into their business operations to fundamentally change the way they do business. As such, digital transformation can be regarded as a change catalyst. In an increasingly global and digital world, in which consumer data are relatively accessible and information-technology capabilities are continually expanding, firms have unparalleled opportunities to collect, analyze, and exploit consumer data to create value (Beke et al., 2018). The amount of data that consumers provide—willingly or unwillingly—is skyrocketing (Wedel & Kannan, 2016). However, as data become more readily available, customer databases become considerably larger and noisier; firms must handle, select, analyze, and interpret customer data to create valuable insights and provide consumer-specific solutions. Addressing consumers’ heterogeneous needs and preferences within and across countries constitutes a considerable challenge for firms (Steenkamp & Ter Hofstede, 2002). Therefore, international market segmentation poses a significant challenge (Douglas & Craig, 2006).Type:book sectionScopus© Citations 1