Naslov (eng)

Potential of The Big Data Implementation in Serbia in the Context of Marketing Research

Autor

Zekavica, Ana
Đorđević, Aleksandar
Vukmirović, Aleksandra
Vukmirović, Jovanka
Branković, Milica

Opis (eng)

Abstract: 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 im- plementation 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 busi- ness decision-making process. Advanced Internet technologies, Cloud Computing (Cloud Technology), Big Data and Ar- tificial 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 poten- tial 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 data- base. The applied sampling method was a random analysis (selection was made randomly from the total number of se- lected 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 Repub- lic of Serbia and result in several proposals of certain measures and recommendations of incentives that should be con- ducted 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.

Jezik

engleski

Datum

2018

Licenca

Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY-NC-ND 4.0 - Creative Commons Autorstvo - Nekomercijalno - Bez prerada 4.0 International License.

http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode

Predmet

Key words: Big Data, Marketing Research, Situation Analysis, Data decision making, Marketing

Deo kolekcije (1)

o:28218

Ekonomski fakultet