Regulation of data-driven marketing and management theory: bibliometric analysis, systematic literature review and research agenda

Jorge Xavier, W. Picoto
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Abstract

Purpose Regulatory initiatives and related technological shifts have been imposing restrictions on data-driven marketing (DDM) practices. This paper aims to find the main restrictions for DDM and the key management theories applied to investigate the consequences of these restrictions. Design/methodology/approach The authors conducted a unified bibliometric analysis with 104 publications retrieved from both Scopus and Web of Science, followed by a qualitative, in-depth systematic literature review to identify the management theories in literature and inform a research agenda. Findings The fragmentation of the research outcomes was overcome by the identification of 3 main clusters and 11 management theories that structured 18 questions for future research. Originality/value To the best of the authors’ knowledge, this paper sets for the first time a frontier between almost three decades where DDM evolved with no significative restrictions, grounded on innovations and market autoregulation, and an era where data privacy, anti-trust and competition and data sovereignty regulations converge to impose structural changes, requiring scholars and practitioners to rethink the roles of data at the strategic level of the firm.
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数据驱动营销和管理理论的规范:文献计量分析、系统文献综述和研究议程
目的监管举措和相关技术变革一直在对数据驱动营销(DDM)实践施加限制。本文旨在找出DDM的主要限制,以及应用于研究这些限制后果的关键管理理论。设计/方法论/方法作者对Scopus和Web of Science检索到的104篇出版物进行了统一的文献计量分析,然后进行了定性、深入的系统文献综述,以确定文献中的管理理论并为研究议程提供信息。发现通过确定3个主要集群和11个管理理论,为未来的研究构建了18个问题,克服了研究结果的碎片化。独创性/价值据作者所知,本文首次在近三十年的DDM发展过程中,以创新和市场自律为基础,没有任何有意义的限制,而在数据隐私、反垄断、竞争和数据主权法规融合,实施结构性变革的时代,要求学者和从业者重新思考数据在企业战略层面的作用。
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来源期刊
CiteScore
3.90
自引率
6.70%
发文量
13
期刊介绍: The International Journal of Law and Management is a leading journal addressing all aspects of regulation and law as they impact on organisational development, operations and leadership. Organisations and their leaders operate in an increasingly complex world of emerging regulation across national and international boundaries. The International Journal of Law and Management seeks to acknowledge the dynamics of that environment and provide a platform for articles and contributions to stimulate scholarly debate in the development of law and practice. The International Journal of Law and Management seeks to present the latest research on policy, practice and theoretical perspectives and their impact on the development and leadership of organisations. Contributions of a multi-disciplinary nature are welcome. Coverage includes, but is not limited to: -Employment and industrial law- Corporate governance and social responsibility- Intellectual property- Corporate law and finance- Insolvency- Commercial law and consumer protection- Environmental law- Taxation- Competition law- Regulatory theory
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