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Retailing and retailing research in the age of big data analytics

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  • Dekimpe, Marnik G.

Abstract

As a research domain, the retail sector has always had many appealing features, such as its size, its multi-faceted and dynamic nature, the possibility for researchers to exploit their own domain knowledge, and an extensive coverage by business analysts. In addition, the above-average availability of good-quality data has historically been an additional selling point to empirical researchers. The paper considers to what extent the latter still holds, and explores a number of additional opportunities and challenges that emerge from the ongoing big data revolution. This is done from five perspectives: retail managers, retailing researchers, public-policy makers, investors, and retailing educators.

Suggested Citation

  • Dekimpe, Marnik G., 2020. "Retailing and retailing research in the age of big data analytics," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 3-14.
    • Handle: RePEc:eee:ijrema:v:37:y:2020:i:1:p:3-14
    DOI: 10.1016/j.ijresmar.2019.09.001
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