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How info-firms use big data to target customers

journal contribution
posted on 01.02.2017, 14:27 by Wilfred Dolfsma, Rene Van der Eijk
The purpose of this paper is to review and assess the different strategies that what we call Info-firms can deploy in the markets that they serve. In many markets, a firm’s competitive advantage is derived from its information position. Firms that actively and extensively collect customer information may develop a number of strategies to increase their competitiveness. We refer to such firms as info-firms – for some firms, this is all that they do: collect and sell data about consumers. Info-firms can target either customers or other firms, and they target either existing or adjacent markets. A 2 × 2 matrix characterizing strategies is introduced. Some strategies are known, but their effects are more pronounced on online markets because of the overwhelming amount of data available, while other strategies that are discussed are new. The strategies that info-firms develop and use change the dynamics in value chains substantially. The strategies adopted affect the market and value chain dynamics and determine which parties in the market are likely to benefit (most).

History

School

  • Loughborough University London

Published in

Journal of Business Strategy

Volume

39

Issue

6

Pages

50-55

Publisher

© Emerald

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Acceptance date

05/01/2017

Publication date

2018-11-19

Copyright date

2018

Notes

This paper is in closed access until accepted manuscript is received

ISSN

0275-6668

Language

en

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