Brady, M. Fellenz, M.R. and Armstrong, C. ‘Too much data, too little information: the challenges of RFID implementation’ in proceedings of the British Academy of Management, Warwick University, September 11 - 13, 2007, pp 1-15
This paper reports on findings from an exploratory study on the readiness of retailers for Radio Frequency Identification Devices (RFID), an innovative data-capture technology with the potential to substantially impact on national and international business. The paper discusses reasons for the findings which indicate a substantial gap between the potential of the technology and companies’ preparedness for its use. The management and marketing implications of RFID are discussed and suggestions for further research into the implementation challenges of this and similar transformational technologies are posited.
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