How much are our customers worth? : investigating the ease of use and usefulness of data coopetition for SME

Kaya, Tania; Stallone, Valerio

Publication type:	Conference paper
Type of review:	Peer review (abstract)
Title:	How much are our customers worth? : investigating the ease of use and usefulness of data coopetition for SME
Authors:	Kaya, Tania Stallone, Valerio
et. al:	No
Conference details:	International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022
Issue Date:	2022
Language:	English
Subjects:	Confidential computing; Customer lifetime value; Data coopetition; Digital marketing
Subject (DDC):	658.8: Marketing management
Abstract:	The authors used the constructs of the technology acceptance model to examine and investigate Swiss SMEs willingness to use a data coopetition-based customer lifetime value computing tool. The qualitative interviews revealed identifiable and actionable indications of the need for a data ecosystem that should enable the cooperative sharing of data for customer value calculations.
URI:	https://digitalcollection.zhaw.ch/handle/11475/27750
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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Kaya, T., & Stallone, V. (2022). How much are our customers worth? : investigating the ease of use and usefulness of data coopetition for SME. International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022.

Kaya, T. and Stallone, V. (2022) ‘How much are our customers worth? : investigating the ease of use and usefulness of data coopetition for SME’, in International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022.

T. Kaya and V. Stallone, “How much are our customers worth? : investigating the ease of use and usefulness of data coopetition for SME,” in International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022, 2022.

KAYA, Tania und Valerio STALLONE, 2022. How much are our customers worth? : investigating the ease of use and usefulness of data coopetition for SME. In: International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022. Conference paper. 2022

Kaya, Tania, and Valerio Stallone. 2022. “How Much Are Our Customers Worth? : Investigating the Ease of Use and Usefulness of Data Coopetition for SME.” Conference paper. In International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022.

Kaya, Tania, and Valerio Stallone. “How Much Are Our Customers Worth? : Investigating the Ease of Use and Usefulness of Data Coopetition for SME.” International Conference on Marketing and Technologies (ICMarkTech), Santiago de Compostela, Spain, 1-3 December 2022, 2022.