Why would a firm use a loyalty card? What is the incentive for the firm? What is the incentive for consumers to opt-in and use loyalty cards? What kinds of strategic assets can these systems create? In what ways does Tesco gather data? Can other firms match this effort? What other assets does Tesco leverage that helps the firm remain among top performing retailers worldwide? Book is Information Systems 1.1 John Gallagher Chapter 11 talks about the Data Asset: Databases, Business Intel, and Competitive Advantage
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