Partnering with customers is a powerful new business approach, but an implementation framework is required. Discusses how six corporations collaborated in an exercise to develop partnership guidelines. Illustrates the framework in fields ranging from high tech to consumer products.

Purpose: This paper aims to improve understanding of data-driven marketing by examining the experiences of managers implementing big data analytics in the marketing function. Through a series of research questions, this exploratory study seeks to define what big data analytics means in...

Purpose: Consumers who experience social exclusion often prefer high-risk financial products over low-risk financial products. The aim of this study is to examine how this effect can be attenuated by applying the theories of mental budgeting and pain of payment. The authors’ aim in pursuing...