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Management: Journal of Sustainable Business and Management Solutions in Emerging Economies
2018, vol. 23, br. 2, str. 39-48
jezik rada: engleski
vrsta rada: neklasifikovan
doi:10.7595/management.fon.2018.0017


Potential of the big data implementation in Serbia in the context of marketing research
(naslov ne postoji na srpskom)
aBelgrade Business School Higher Education Institution for Applied Studies, Belgrade
bUniverzitet u Beogradu, Ekonomski fakultet
cBelgrade Business School Higher Education Institution for Applied Studies, Belgrade + University of Belgrade, Faculty of Organizational Sciences

e-adresa: ana.zekavica@gmail.com

Sažetak

(ne postoji na srpskom)
Research question: Big Data represents a true business revolution in many areas, and, as such, in marketing research, as well. The subject of this study is the analysis of the existing stage, as well as of the achieved results in the implementation of the Big Data Technology in Serbia. Motivation: The success in managing the company depends on the ability to provide quality and comprehensive information by establishing personalized (1:1) communication with consumers on the global market in real or near real-time. This form of communication has become an imperative of the modern business decision-making process. Advanced Internet technologies, Cloud Computing (Cloud Technology), Big Data and Artificial Intelligence open a significant business potential for companies in Serbia to emerge on global markets. Idea: of this study is to perceive current business environment in Serbia through the prism of research development based on the Big Data technologies. Relevant hypotheses and conducted research have been set up with the aim of pointing to the potential of applying modern information-communication technologies, with an emphasis on artificial intelligence and the Big Data concept. Data: The survey was conducted on 154 business entities from the Serbian Business Register Agency's database. The applied sampling method was a random analysis (selection was made randomly from the total number of selected companies, with the same probability of choice). Tools: An online survey was used, and respondents were contacted via e-mail. Findings: Research results, opinions and attitudes of managers, experts in the fields of marketing research and information technology, indicate a significant degree of justifiability of investments in new technologies in the Republic of Serbia and result in several proposals of certain measures and recommendations of incentives that should be conducted by the State. Contribution: The solutions in this paper are based upon the implementation of standardized procedures and advanced tools that could be used to overcome a 'bottleneck' in the existing IT infrastructure, in order to enable a rapid collection and implementation of enabled data.

Ključne reči

big data; marketing research; situation analysis; data decision making; marketing