Authors: Milind A. Mandlik; Djavlonbek Kadirov
Addresses: Graduate School of Management, University of Auckland, Auckland 1010, New Zealand ' The School of Marketing and International Business, Victoria University of Wellington, Wellington 6011, New Zealand
Abstract: The purpose of this paper is to advocate reorientation of current managerial practices in the light of growing reliance on Big Data strategies by contemporary firms, to make them more consumer-centric in nature. Big data strategies by their very nature and modalities lead to heightened levels of information asymmetry which by default have the capacity to disempower the very user that contributes towards the data driven insights. The fundamental driver for writing this paper is not to criticise big data strategies per se, but to suggest; it is merely a tool which can be equally used for consumer entrapment, as well as consumer empowerment. This paper wishes to contribute to the intellectual debate among academics, policy maker, and practitioners alike; en-route for a type of big data-driven managerial orientation that balances the consumers' right to market-based transparency, and the enterprise's need for economic viability.
Keywords: big data marketing; information asymmetry; stakeholder management; consumer empowerment.
International Journal of Business Continuity and Risk Management, 2018 Vol.8 No.4, pp.303 - 318
Received: 28 Mar 2018
Accepted: 21 May 2018
Published online: 28 Aug 2018 *