Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276158 
Year of Publication: 
2021
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 38 [Issue:] 5 [Year:] 2021 [Pages:] 36-43
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
In the current, rapidly changing environment, understanding the customer journey and continuously improving the customer experience are key success factors for competing successfully in the online business. A case study of HAILO, a German-based OEM, shows the impact of a data-driven approach and derived activities on providing a customised digital experience in order to be successful in the digital age.
Document Type: 
Article

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