Expanding Frontiers of Customer Knowledge Management to Sustain Competitive Advantage: The Mediating Role of Predictive Analytics

Abstract

Business reality, as well as IT literature, is indicating the shift towards data-driven societies. However, business research is lacking the conceptualizations and explanations in this regard. The common denominator of these perspectives is the key role of customer integration. This can be ensured by efficient managing of customer knowledge. At the same time, online activity of companies provides a possibility to generate customer behavioral data, which potential can be unveiled using specific techniques and tools, such as predictive analytics. Given the peculiarity of such knowledge assets, generated via analytics, it has to be specifically addressed within customer knowledge management. Using resource-based view as a theoretical lens, this study first deduces research propositions which then analyses against the empirical findings from case studies. Findings indicated specific nature of analytics-generated customer knowledge that challenges the frontiers of customer knowledge management towards integration with data management and information management.

Services Marketing Within Business-to-Business Context: A Content Analysis of 1996 – 2014 Period

“…Especially the studies of Nordic school contributed for theory generation. Studies of Vargo and Lusch (2004) shed light on the emergence of new dominant logic for marketing which became the well-known phenomenon as "the service-dominant (S-D) logic" that focuses on the customer as the fundamental premise of value co-creation (Vargo and Lusch, 2004;Chernetska, 2017). They also highlighted the importance of services and changed marketing's attention to S-D logic.…”