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- W2803204194 abstract "This chapter investigates the application of big data, as valuable knowledge about market and consumers, to empowering enterprises to gain a competitive advantage for surviving in highly turbulent and fast changing markets. Considering the important role of small enterprises in economies, the focus is on small and entrepreneurial firms rather than large organizations. Two theories of Resource Based View (RBV) and niche markets have been used as theoretical ground. The article proposes that by consumer analytics, SMEs can identify the niche markets, that their resource can be configured to properly exploit the opportunities." @default.
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- W2803204194 date "2018-01-01" @default.
- W2803204194 modified "2023-09-27" @default.
- W2803204194 title "Big Data for Competitiveness of SMEs: Use of Consumer Analytic to Identify Niche Markets" @default.
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- W2803204194 doi "https://doi.org/10.1007/978-3-319-71722-7_29" @default.
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