| Autor: |
Lim, Tristan, Pan, Tao, Ong, Chin Sin, Chen, Shuaiwei, Chia, Jie Jun Jeremy |
| Předmět: |
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| Zdroj: |
Analytics (2813-2203); Mar2023, Vol. 2 Issue 1, p105-131, 27p |
| Abstrakt: |
Retail banking is undergoing considerable product competitiveness and disruptions. New product development is necessary to tackle such challenges and reinvigorate product lines. This study presents an instrumental real-life banking case study, where marketing analytics was utilized to drive a product differentiation strategy. In particular, the study applied unsupervised machine learning techniques of link analysis, latent class analysis, and association analysis to undertake behavioral-based market segmentation, in view of attaining a profitable competitive advantage. To underpin the product development process with well grounded theoretical framing, this study asked the research question: "How may we establish a theory-driven approach for an analytics-driven process?" Findings of this study include a theoretical conceptual framework that underpinned the end-to-end segmentation-driven new product development process, backed by the empirical literature. The study hopes to provide: (i) for managerial practitioners, the use of case-based reasoning for practice-oriented new product development design, planning, and diagnosis efforts, and (ii) for researchers, the potentiality to test of the validity and robustness of an analytical-driven NPD process. The study also hopes to drive a wider research interest that studies the theory-driven approach for analytics-driven processes. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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