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Trust and New Technologies

Marketing and Management on the Internet and Mobile Media

Edited by Teemu Kautonen and Heikki Karjaluoto

Trust and New Technologies presents versatile new research that illustrates the different roles that trust plays in the marketing and management of new technologies.
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Edited by Teemu Kautonen and Heikki Karjaluoto

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Joel Mero, Heikki Karjaluoto and Tanja Tammisalo

This chapter demonstrates how Glaston, a glass-processing SME, has overcome the constraints of limited funds and limited technical know-how to develop its big data competence. While describing Glaston's big data journey, the study focuses on three types of dynamic capabilities that have played a crucial role in the building of Glaston's big data competence. First, the combination of market listening and business imagination has enabled Glaston to monitor technological developments in the industry and adapt them to big data use cases that are relevant for the company. Second, open innovation has allowed Glaston to complement internal resources and co-create big data initiatives with external partners. Third, the culture of experimentation has enabled Glaston to build a portfolio of big data initiatives that are tested and piloted prior to full-scale implementation.

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Heikki Karjaluoto, Chanaka Jayawardhena, Andreas Kuckertz and Teemu Kautonen