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Identification of advanced data analysis in marketing: A systematic literature review

100%
Bąska M., Dudycz H., Pondel M.
Journal of Economics and Management
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2019
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vol. 35
18-39
EN
Aim/purpose – Marketing is an important area of activity for the vast majority of enterprises. Many of them try using marketing data analysis. Both the literature and the practice of many enterprises describe the use of advanced data analysis. However, interpretations of this concept differ. The aim of this paper is to identify the interpretation of advanced data analysis in marketing, in support of decision-making processes applied in the retail trading sector. Design/methodology/approach – The study was conducted using a systematic literature review, suggested by B. Kitchenham (2004), extended by C. Wohlin & R. Prikladniki (2013). This method was modified and expanded through the division of the whole study into two phases. Each phase is intended to facilitate obtaining answers to different important research questions. The first phase constitutes an exploratory study, whose results allow the detailed analysis of the literature in the second phase of the study. Findings – The results of this study of the relevant literature indicate that scholarly publications do not use the phrase ‘advanced data analysis’, and its context is described with the term ‘data analysis’. Another term used broadly within the sphere of data analysis is ‘big data’. The concept of ‘data analysis’ in marketing is focused around the term ‘big data analytics’ and terms linked to the word ‘customer’, such as ‘customer-centric’, ‘customer engagement’, ‘customer experience’, ‘customer targeting service’, and ‘customers classification’. The study of the literature undertaken indicates that marketing employs data analysis in such areas as customer needs identification and market segmentation. Research implications/limitations – The study of the literature review was carried out using selected four databases containing publications, i.e. Web of Science, IEEE, Springer and ACM for the period 2008 to 2018. The research described in the article can be continued in two ways. First, by analysing the literature presented in this paper on advanced data analysis in marketing using the method called snowball sampling. Secondly, the results obtained from the first stage of the study can be used to conduct the study with other databases. Originality/value/contribution – The main contribution of this work is the proposal of modifying the systematic literature review method, which was expanded through the introduction of two phases. This division of two stages is important for conducting studies of literature when there are no clear, established definitions for the concepts being employed. The result of the study is also a set of ordered terms and their meanings that clearly define advanced data analysis in marketing.
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Factors influencing internal whistleblowing. A systematic review of the literature

100%
Mrowiec D.
Journal of Economics and Management
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2022
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vol. 44
EN
Aim/purpose - Internal whistleblowing is the most desirable form of reporting about wrongdoings for all kinds of organizations. The aim of this paper is to identify factors influencing the occurrence of internal whistleblowing and to provide recommendations for practitioners on how to encourage employees to report wrongdoings to an organization. Design/methodology/approach - The fundamental article database has been constructed with the use of ProQuest, EBSCO and Taylor & Francis databases. The timespan for the research was from 1990 to 2022. The papers for the fundamental database were found within the utilization of two words "whistleblowing" in titles and "internal" in abstracts. Next, the database was broadened by snowball review. Findings - Identified factors important for the occurrence of internal whistleblowing in an organization were assigned to one of the following areas: ethics, leadership, policies and procedures, retaliations and safeguards, social climate, organizational justice, education and training, reporting channels, communication, additional motivation, organization's size and structure, audit committee. Research implications/limitations - For researchers - the paper provides a picture of research on internal whistleblowing: identified factors influencing internal whistleblowing, popularity of exploring problems, and utilizing research methods. For practitioners - the paper provides practical implications (based on current knowledge) important for implementing and managing organizational whistleblowing systems in the organization of private and public sectors. Originality/value/contribution - The main contribution of this work states the framework of factors affecting internal whistleblowing, which was constructed on the basis of a systematic review of the scientific literature. Moreover, the paper provides guidelines for practitioners.
3

A Systematic Literature Review on Ambush Marketing in Sport

88%
Piątkowska M., Żyśko J., Gocłowska S.
Physical Culture and Sport. Studies and Research
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2015
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vol. 66
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issue 1
14-27
EN
The aim of the paper was to outline and evaluate the existing scientific achievements regarding the phenomenon of ambush marketing in sport, mark the dominating problematic areas, and create a literature database for the purposes of further research. The systematic literature review was conducted in the following stages: planning and conducting the review, analysis, and description of the results. The preliminary analysis included a combined number of 21,176 studies published between 1984-2013 in journals, books, and other sources included in analyzed databases, chosen using a meta-keyword: ambush. Analysis of the subject literature on the phenomenon of ambush marketing in sport allows for the classification of the works into three dominating research areas: identification of ambush marketing phenomenon, identification of the influence of ambush marketing practices on consumers, and identification of counter-ambush strategies. This review indicates the need for secondary research in social sciences in a more systematic way and more rigorously than it was done until now.
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