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2. Following Davenport and Harris (2007, p. 118), Porter and Heppelmann (2015), and Ross et al. (2013), should AUDI follow up on a strategic path

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2. Following Davenport and Harris (2007, p. 118), Porter and Heppelmann (2015), and Ross et al. (2013), should AUDI follow up on a strategic path to implement big data analytics or use a step-by-step approach champi- oned by one business department (e.g., sales and marketing) to prove and implement big data analytics

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