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Michael Reinhold
Former Member
Title
Dr.
Last Name
Reinhold
First name
Michael
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+41 71 224 2889
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PublicationData-driven Intelligence for SME E-Business : A Marketing and Sales PerspectiveRecommendations systems are coveted intelligence systems in e-business that provide benefits such as automated cross- and upselling. However, they were impractical to adopt in SME contexts characterized by scarce transaction data. Based on an SME case study (dayzzi.com), we demonstrate how SME's can overcome three essential barriers to adopt recommendation systems. Large scale simulation and modelling techniques is the key.Type: journal articleJournal: Marketing Review St. GallenVolume: 2014Issue: 4