Barriers to Data-Driven Decision-Making Among Online Retailers
Kemppainen, T., Frank, L., Makkonen, M., & Kallio, A. (2022). Barriers to Data-Driven Decision-Making Among Online Retailers . In A. Pucihar, M. Kljajić Borštnar, R. Bons, A. Sheombar, G. Ongena, & D. Vidmar (Eds.), 35th Bled eConference : Digital Restructuring and Human (Re)action (pp. 327-342). University of Maribor. https://doi.org/10.18690/um.fov.4.2022.20
Toimittajat
Päivämäärä
2022Oppiaine
Sustainable BusinessMarkkinointiKestävä liiketoiminta ja talous (painoala)Basic or discovery scholarshipSustainable BusinessMarketingSustainable Business and Economy (focus area)Basic or discovery scholarshipTekijänoikeudet
© 2022 Univerzitetna založba Univerze v Mariboru
This study investigates the barriers to data-driven decision-making among online retailers. The study seeks to deepen the previous knowledge by considering data-driven decision-making as a process and identifying the critical obstacles within its different (6) stages. Qualitative interview data (N=10) collected from Finnish e-commerce professionals are analyzed. The findings show that barriers to data-driven decision-making occur at all stages during the decision-making process. The barriers are mostly related to the employees’ and the management’s expertise in collecting, organizing, analyzing, summarizing, synthesizing, and prioritizing data. In addition, attitudinal, technical, and strategy-related barriers can hinder data-driven decision-making. The findings suggest that all the stages included in the data-driven decision-making process and the obstacles that prevent data-driven decision-making during the different stages should be carefully investigated and considered by online retailers.
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Julkaisija
University of MariborEmojulkaisun ISBN
978-961-286-616-7Konferenssi
Bled eConferenceKuuluu julkaisuun
35th Bled eConference : Digital Restructuring and Human (Re)actionAsiasanat
Alkuperäislähde
https://press.um.si/index.php/ump/catalog/view/691/927/2331-1Julkaisu tutkimustietojärjestelmässä
https://converis.jyu.fi/converis/portal/detail/Publication/156650062
Metadata
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