Morales-Serazzi, Manuel; González-Benito, Óscar; … - In: Business research quarterly : BRQ 26 (2023) 3, pp. 196-215
This study proposes as a key cause of the high failure rates in the implementation of analytical projects for marketing decisions, the discrepancy in the information quality (DIQ) perceived between producers (information technology [IT]) and users (marketing) of knowledge. Given that the DIQ...
