L’hôtel Henn-na, au Japon, a annoncé renoncer à devenir un établissement sans personnel humain. Un cas qui révèle les limites de l’automatisation de la relation client.
- Professeur de marketing, EM Lyon Business School
À l’heure des big data, l’ethnographie peut aider les managers, entrepreneurs et plus généralement tous les décideurs.
Big data is all the rage in management circles and beyond, yet little is said about the understanding needed with such voluminous data. An important lesson can be learned from ethnographic research.
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