Thesis supervisor: Tamara Keszey
Location of studies (in Hungarian): Budapest Business School Abbreviation of location of studies: BGE
Description of the research topic:
Description of the research project
Companies including for-profit firms as well as non-profit institutions are increasingly aware of the opportunities how to create (or destroy) competitive advantage by turning the data available in their market environment to a deeper insight about their customers. The new methods for data acquisition and analysis, the complexity of customer interaction in a multi-channel and platform environment, as well as the regulatory changes in data protection and privacy place customer knowledge (hereinafter CK) are at the top of managerial agenda. Firms at the forefront of using customer knowledge intelligently will be more likely to gain advantages over their non-customer knowledge-driven competitors. This idea is also expressed in the now widespread slogan that customer data are the new oil, which is also the title of the present research proposal. Research questions to be elaborated (but not limited to) are as follows:
- What is the complex chain of mechanisms that translates CK characteristics into firm performance?
- How can firms make use of their customer knowledge for innovation performance?
- How does customer involvement contribute to new product development?
The research topic contributes to the fine-grained understanding of the customer knowledge-related firm capabilities and provides an overview of these capabilities as well as its drivers and complex interactions.
By following this research call, the candidate will be able to:
- formulate a contemporary research question in marketing,
- develop capabilities of how to collect, read, and elaborate cutting-edge literature from leading academic journals,
- how to write papers to top-tier academic journals,
- understand the drivers of firms’ abilities to optimally manage their customer insights deriving from various silos, such as big data, artificial intelligence, sales reports, marketing research, etc.,
- understand how firms can turn these insights into meaningful marketing programs culminating into successful new products on the marketplace.
The potential expected research results are the following ones:
- Big data does not automatically lead to better innovation outcomes.
- Timeliness of customer insights may be more impactful than the availability of large amount of customer knowledge.
- Gathering data does not automatically lead to optimal use of data.
- Customer knowledge sharing and knowledge hiding may co-exist within a firm.
- Customer involvement for the sake of gaining a deeper understanding of the needs of the customers may have negative effects on the innovation outcomes.
- Data breach may have spill-over effects within an industry.
Required language skills: angol
Deadline for application: 2021-08-31
2024. IV. 17. ODT ülés Az ODT következő ülésére 2024. június 14-én, pénteken 10.00 órakor kerül sor a Semmelweis Egyetem Szenátusi termében (Bp. Üllői út 26. I. emelet).
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