Creating a Market Analytics Tool That Marketers LOVE to Use - A Case of Digital Transformation at Beiersdorf.

Reference

vom Brocke, J., Fay, M., Böhm, M., & Haltenhof, V. (2017). Creating a Market Analytics Tool That Marketers LOVE to Use - A Case of Digital Transformation at Beiersdorf. In G. Oswald & M. Kleinemeier (Eds.), Shaping the Digital Enterprise (pp. 197-217): Springer.

Publication type

Chapter in Edited Book

Persons

• Prof. Dr. Jan vom Brocke
• Dr. rer. oec. Maria Fay

Organizational Units

• Institute of Information Systems
• Hilti Chair of Business Process Management

Original Source URL

DOI