Creating Competitive Advantage by Using Data Mining Technique as an Innovative Method for Decision Making Process in Business

Mert Bal, Yasemin Bal and Ayse Demirhan
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Mert Bal: Yildiz Technical University, Turkey
Yasemin Bal: Yildiz Technical University, Turkey
Ayse Demirhan: Yildiz Technical University, Turkey

International Journal of Online Marketing (IJOM), 2011, vol. 1, issue 3, 38-45

Abstract: Competitive advantage is at the heart of a firm’s performance in today’s challenging and rapidly changing environment. One of the central bases for achieving competitive advantage is the organizational capability to create new knowledge and transfer it across various levels of the organization. Traditional methods of data analysis, based mainly on human dealing directly with the data, simply do not scale to handle with large data sets. This explosive growth in data and databases has generated an urgent need for new techniques and tools that can intelligently and automatically transform the processed data into useful information and knowledge. Consequently, data mining has become a research area with increasing importance. Organizations of all sizes have started to develop and deploy data mining technologies to leverage data resources to enhance their decision making capabilities. Business information received from data analysis and data mining is a critical success factor for companies wishing to maximize competitive advantage. In this study, the importance of gaining knowledge for organizations in today’s competitive environment are discussed and data mining method in decision making process is analyzed as an innovative technique for organizations.

Date: 2011
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