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Big data, knowledge co-creation and decision making in fashion industry

Author

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  • Acharya, Abhilash
  • Singh, Sanjay Kumar
  • Pereira, Vijay
  • Singh, Poonam

Abstract

Big data has become a buzzword and has been one of the most sought after topics for research. The applications of big data have been studied in various important contexts. However, very little has been explored in the realm of integrating knowledge co-creation with the usage of big data when it comes to evidence-based decision-making. The current study empirically investigates data from four fashion retailing organizations. Evidence from our findings suggests that knowledge-based interactions between the customers and the salesforce in those organizations form the core of knowledge co-creation. The findings have revealed that big data indeed can assist in knowledge co-creation, which can in turn adequately lead to evidence-based, effective and efficient decision making for better business returns.

Suggested Citation

  • Acharya, Abhilash & Singh, Sanjay Kumar & Pereira, Vijay & Singh, Poonam, 2018. "Big data, knowledge co-creation and decision making in fashion industry," International Journal of Information Management, Elsevier, vol. 42(C), pages 90-101.
    • Handle: RePEc:eee:ininma:v:42:y:2018:i:c:p:90-101
    DOI: 10.1016/j.ijinfomgt.2018.06.008
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    7. Xue, Zhebin & Li, Qing & Zeng, Xianyi, 2023. "Social media user behavior analysis applied to the fashion and apparel industry in the big data era," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    8. Shimi Naurin Ahmad & Michel Laroche, 2023. "Extracting marketing information from product reviews: a comparative study of latent semantic analysis and probabilistic latent semantic analysis," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 662-676, December.
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    17. Mahmud, Hasan & Islam, A.K.M. Najmul & Ahmed, Syed Ishtiaque & Smolander, Kari, 2022. "What influences algorithmic decision-making? A systematic literature review on algorithm aversion," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
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