Browsing by Author "Maklan, Stan"
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Item Open Access A better way to manage customer experience: lessons from the Royal Bank of Scotland(University of California Press, 2017-03-16) Maklan, Stan; Antonetti, Paolo; Whitty, S.Customer experience is heralded as the competitive battleground; however, it is defined so broadly that companies often struggle to define, implement, and measure it. Based on the experiences of the Royal Bank of Scotland, this article develops an effective approach to scoping and managing customer experience, identifying typical pitfalls, and providing guidance to organizations trying to understand where to start.Item Open Access Corporate social responsibility programmes and their impact on business decision making(2005-12-07T00:00:00Z) Knox, Simon; Maklan, StanBased upon an empirical study of CSR programmes across a number of multinational companies, we explore some of the underlying reasons why CSR seems to have a low impact on business decision-making through a validated framework linking CSR programmes with business and social outcomes.Item Open Access Corporate social responsibility: exploring stakeholder relationships and programme reporting across leading FTSE companies(Springer Science Business Media, 2005-09-01T00:00:00Z) Knox, Simon; Maklan, Stan; French, P.Although it is now widely recognised by business leaders that their companies need to accept a broader responsibility than short-term profits, recent research suggests that as corporate social responsibility (CSR) and social reporting become more widespread, there is little empirical evidence of the range of stakeholders addressed through their CSR programmes and how such programmes are reported. Through a CSR framework which was developed in an exploratory study, we explore the nature of stakeholder relationships reported across leading FTSE companies and the importance they attach to communicating both social and business outcomes. It is evident from the hypotheses tested that the bigger FTSE companies, particularly extraction companies and telecoms, are more adept at identifying and prioritising their stakeholders, and linking CSR programmes to business and social outcomes. However, we draw the general conclusion that building stronger stakeholder relationships through CSR programmes – other than with customers – is not currently a priority for most companies. We also conclude that a limited sophistication in managing multiple stakeholders may compromise the impact of CSR upon business and social results. Finally, the managerial implications and the contribution of our study are discussed before closing with an acknowledgement of the limitations of this work and suggestions for further reseaItem Open Access The development, deployment, and redeployment of business solutions - a systematic review(Cranfield University, 2012-08) Windler, Katharina; Juttner, Uta; Maklan, StanOffering business solutions instead of selling products has been identified by many firms as a strategy to fight against price pressure through commoditisation, to strengthen relationships with customers, and to increase ‘share of wallet’. Yet, three out of four companies selling business solutions fail to see a sustainable economic impact (Johansson et al., 2003). One approach to understanding how business solution suppliers could change this situation is to develop an understanding of the life cycle of business solutions, from idea generation to redeployment. This systematic review examines how the literature conceptualises the development, deployment and redeployment of business solutions. It systematically identifies and then analyses 31 scholarly articles contributing to our knowledge on this issue. The review discusses the literature within the framework of four aspects. Firstly, the review proposes the processes and phases of the development and deployment of business solutions. Secondly, it presents the components of the redeployment of business solutions. Thirdly, it provides information on the actors involved in the development, deployment, and redeployment of business solutions, and, fourthly, it discusses the interaction forms of these actors. The discussion shows that evidence in relation to the conceptualisation of the development, deployment, and redeployment of business solutions remains at a superficial, tentative and inconclusive level. The major limitations of the extant literature relate to the studies’ context-specificity, their lack of theoretical underpinning, and their deficiency of including actors of the supplier and/or customer network in the empirical investigation even though there is evidence that they play a role in the development, deployment, and redeployment of business solutions. Based on the limitations identified, the study suggests opportunities of further research.Item Open Access Dynamic capabilities: the missing link in CRM investments(Emerald Group Publishing Limited, 2009-12-01T00:00:00Z) Maklan, Stan; Knox, SimonThe purpose of this paper is to illustrate the practical application of dynamic capabilities theory to improve investment decisions in customer relationship management (CRM). Design/methodology/approach – Action research (AR) allows managers to raise the tacit knowledge of their dynamic capabilities to a level where they can be identified and developed. A framework and a process for managing dynamic capabilities in marketing are presented. Findings – The findings relate to the nature of dynamic capabilities in marketing and how they are managed. Practical implications – Marketing managers can improve the return on investments in CRM. Originality/value – The paper presents a method for applying dynamic capabilities drawn from the resource-based view (RBV) to practical marketing pItem Open Access The effects of customised food advergames on children’s affective, cognitive, and conative responses(Cranfield University, 2017-01) Chapman, Shelly; Maklan, StanThe practice of promoting food to children via advergames is a highly topical issue which attracts much concern due to the low nutritional value of the promoted foods. This thesis examines the effects of customised food advergames on children’s affective, cognitive and conative responses. It also investigates the role persuasion knowledge and prior brand usage have in children’s interaction with advergames. In particular, whether children’s persuasion knowledge acts as a barrier to those responses. This research is situated within the domains of marketing communications, consumer behaviour and consumer socialisation. It adopts an affect transfer theory, the Dual Mediation Hypothesis (DMH), to explain the transfer of affect from an advergame to children’s responses. Three versions of the same advergame were designed for the purpose of this thesis with different levels of customisation (i.e. control, low and high experimental conditions). An experiment among younger (5-7 year olds) and older (11¬12 year olds) children reveals that customisation in advergames has a detrimental effect on children’s affective, cognitive and conative responses. It was the control condition, without customisation options, that rendered a positive impact on brand attitudes and preferences relative to the other two experimental conditions. Persuasion knowledge does not influence children’s affective, cognitive or conative responses. This implies that children’s understanding of the persuasive intent of an advergame does not act as a barrier against its effects. Age had a significant role on children’s attitudes towards the advergame, but not on their other responses to it. Finally, prior brand usage has a positive impact on children’s responses apart from on advergame attitudes. This thesis has implications to policy and practice. It is evident that children from two distinct age and cognitive developmental groups cannot protect themselves from advergames’ effects. Therefore, regulators should broaden the scope of concern to older and younger children alike.Item Open Access Evaluating investements in CRM with real options(2004-01-01T00:00:00Z) Maklan, Stan; Knox, Simon; Ryals, LynetteCRM practices are being adopted in most industry sectors to build stronger relationships with customers in order to develop superior customer value and increase shareholder value. This article questions the basis upon which the business case for CRM investments is traditionally made, highlighting the shortcomings of focusing only upon discounted cash flows, and points towards a strategic approach that accounts for such investments in asset value terms. A case study is used to illustrate how to value the returns using both cash flow and strategic investment calculations for comparative purposes. The managerial implications are discussed.Item Open Access EXQ: development and validation of a multiple-item scale for assessing customer experience quality(Cranfield University, 2010-02) Klaus, Philipp; Maklan, StanPositioned in the deliberations related to service marketing, the conceptualisation of service quality, current service quality measurements, and the importance of the evolving construct of customer experience, this thesis develops and validates a measurement for customer experience quality (EXQ) in the context of repeat purchases of mortgage buyers in the United Kingdom. The thesis explores the relationship between the customer experience quality and the important marketing outcomes of customer satisfaction, repeat purchasing behaviour, loyalty and word-of- mouth intentions. The methodology follows Churchill’s (1979) scale development paradigm approach to scale development and is also informed by the more recent publication of Walsh and Beatty (2007). This involves creating the EXQ scale from the following sequence of research activities: (a) employing a review of the literature on service marketing, service quality, service quality measurements, and customer experience research; (b) generating an initial item pool from qualitative research; (c) purifying and validating the EXQ scale through exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modelling (SEM). The EXQ scale explains 63 per cent of all variances in customer satisfaction, more than 86 per cent of loyalty, and more than 94 per cent of word-of-mouth intentions. This is evidence of the high explanatory power of the EXQ scale for important marketing outcomes. This thesis represents both the first empirically derived conceptualisation of customer experience and the first validated measure of customer experience quality. It reports the findings collected from three independent samples of repeat mortgage buyers from a United Kingdom bank.Item Open Access An extended model of moral outrage at corporate social irresponsibility(Springer, 2014-12-02) Antonetti, Paolo; Maklan, StanA growing body of literature documents the important role played by moral outrage or moral anger in stakeholders’ reactions to cases of corporate social irresponsibility. Existing research focuses more on the consequences of moral outrage than a systematic analysis of how appraisals of irresponsible corporate behavior can lead to this emotional experience. In this paper, we develop and test, in two field studies, an extended model of moral outrage that identifies the cognitions that lead to, and are associated with, this emotional experience. This research contributes to the existing literature on reactions to corporate social irresponsibility by explaining how observers’ evaluation of irresponsible corporate behavior leads to reactions of moral anger. The paper also helps clarify the difference between moral outrage and other types of anger and offers useful insights for managers who have to confront public outrage following cases of irresponsible corporate behavior. Finally, the analysis of the causes of stakeholders’ anger at irresponsible corporations opens important avenues for future research that are presented in the paper.Item Open Access The Guaranty Trust Bank of Nigeria: From niche positioning to mass-market branding(John Wiley & Sons, Ltd, 2009-07-01T00:00:00Z) Maklan, Stan; Knox, Simon; Michel, StefanThis case describes a strategic marketing dilemma facing Tayo Aderinokun, the cofounder and managing director (CEO) of the highly successful Guaranty Trust Bank (GTBank) of Nigeria. In its initial 15 years, GTBank has grown dramatically to become the most respected corporate bank in Nigeria, renowned for both its professionalism and high ethical standards. However, the environment is changing dramatically, and the bank needs to grow quickly in order to survive: perhaps doubling or tripling its size in the next five years. Aderinokun has ruled out merger or acquisition in the immediate future, so organic growth is the only way forward. There is insufficient room for growth in its current commercial niche, so GTBank has decided that the emerging Nigerian retail banking sector is its growth pathway. However, there are big challenges: GTBank's brand, marketing mix, people, and operating methods are finely tuned for corporate banking, and it is not immediately obvious how it will leverage its assets to compete in the emerging retail banking market. In addition, competitors are attacking GTBank in its core corporate segment. The case explores a classic strategic marketing dilemma: when is a highly successful niche brand forced to abandon its unique selling point and go for growth in the mainstream market? How does it leverage that which makes it special so that it offers some compelling advantage for its new customers? Can the niche brand execute well on a large scale? How does it embed its values and behaviors in a new context? Does it have the money, people, culture, and ambition to take share from established competitors in the new market segments? Will its expansion plans make its core business more vulnerable to competitors? The case explores the strategic context using the established marketing planning tools of political/legal, economic, sociocultural, technological, and environmental (PESTE) and strengths, weaknesses, opportunities, and threats (SWOT) analyses, and features advertising themes the bank has developed for mass-market communication purposes to illustrate the far- reaching implications of the expansion of its retail business.Item Open Access Hippies, greenies, and tree huggers: how the “warmth” stereotype hinders the adoption of responsible brands(Wiley, 2016-09-08) Antonetti, Paolo; Maklan, StanPast research has highlighted the difficulty faced by responsible consumers, individuals who wish to make environmentally and socially responsible consumption choices. Individual buyers, it is argued, act within a network of structural and social relationships that make responsible alternatives intrinsically hard to pursue. This paper maintains that one such barrier is the perception that users of responsible brands are not worthy of social emulation. Consumers are less likely to adopt brands positioned explicitly on their positive environmental or social credentials because of the stereotypes attached to the users of these products. Two empirical studies demonstrate that users of responsible brands are perceived as stereotypically warm. Warmth, however, is not an appealing feature in a consumption context. Warm groups are not envied and envy plays a central role in fueling a desire to emulate a consumption group. The study is the first to examine the possibility that a group-level stereotype limits the potential attractiveness of responsible brands. The significant implications of this insight for both scholarly research and marketing practice are examined in detail. The presence of a warmth stereotype, which has a negative influence on the social perception of responsible brands, suggests that the development of niches of responsible or ethical consumers is intrinsically problematic.Item Open Access How should firms develop and or change their marketing competencies when developing relationships with consumers online?(Cranfield University, 2004-03) Maklan, Stan; Knox, SimonAn empirical study is reported which attempts both to improve marketing practice whilst developing key aspects of marketing and resource-based theory. The thesis describes how firms can develop marketing competencies to exploit emerging online marketing technology and business opportunities. In doing so, the thesis provides empirical evidence that opens up what is widely acknowledged in the literature as "the black box of resources". Specifically, it explores the way marketing competencies develop as the result of investment in complementary marketing resources and conscious management activity. A literature review is presented which identifies generic marketing competencies and how they are expressed across a continuum of three forms of marketing: transaction, relationship and network. From this insight, the researcher develops a framework and a set of tools that help managers identify their firms' current marketing competencies and develop future marketing competencies needed to implement their marketing strategies. A co-operative inquiry research design is developed that permits managers to use and develop further these frameworks and tools, improve their day-to-day practice and contribute to academic literature and theory. The experience of two sets of managers trying to develop their firms' online marketing competencies through co-operative inquiry is presented. One inquiry is with a highly successful dot. com and the other the UK division of a leading automotive manufacturer. The findings from each are compared and the researcher develops contributions to both theory and practice. The contributions confirm and illuminate much of the extant, conceptually-grounded dynamic capabilities literature. The major implication for marketing theory and practice is that online consumer relationships can only develop incrementally along a continuum of marketing competencies. Details as to how these marketing competencies develop and change are discussed. Secondary contributions involve economics and the nature of co- operative inquiry within a marketing context. The validity of co-operative inquiry, and therefore of this research, is discussed in detail. Limitations of the research and its future directions are discussed.Item Open Access Identifying the right solution customers: a managerial methodology(Elsevier, 2016-04-24) Maklan, Stan; Macdonald, Emma K.The purpose of this paper is to develop and apply a methodology for identifying, assessing and segmenting customers for business solutions. Firstly, criteria for evaluating solution customers are identified from the literature. These criteria are then refined and differentiated through interviews with 23 solution project managers. Secondly, a longitudinal case study with three solution suppliers and five of their customers is conducted to transfer the selection criteria into a managerial methodology which is validated by both solution suppliers and customers. The developed methodology comprises 21 criteria which are structured into two dimensions: the quality of the relationship to date and the customer's potential for future solution partnership. By combining these two dimensions into a portfolio analysis, four customer segments are identified to help suppliers determine customer attractiveness. The study's contribution lies in bridging academic knowledge and managerial practice to develop a new methodology for helping solution providers to make better informed decisions and reduce the risk of solution failure.Item Open Access Identifying the roles of university fundraisers in securing transformational gifts: Lessons from Canada(Taylor & Francis (Routledge): SSH Titles, 2016-10-24) Nyman, J.; Pilbeam, C.; Baines, Paul R.; Maklan, StanAs university public funding diminishes so the need for private funding increases commensurately. We investigate how a purposive sample of 16 professional university fundraisers in Canada successfully secured large (>$5m CAD) transformation donations from high-net-worth Canadian philanthropists. Using an inductive process, we articulate three key roles (the 3Ns – Networker, Negotiator and Knowledge-broker) professional fundraisers use for securing transformational gifts. Collectively, these roles indicate the relational nature of transformational giving; gifts arise from a co-created dyadic process of fundraiser–philanthropist interaction. The recommendations have major implications for how university development teams are developed, structured, trained and rewarded. We suggest further research investigates how trust develops between fundraisers and transformational gift-givers, and the motivations for transformational giving.Item Open Access Identity bias in negative word of mouth following irresponsible corporate behavior(Springer, 2016-03-09) Antonetti, Paolo; Maklan, StanCurrent research has documented how cases of irresponsible corporate behavior generate negative reactions from consumers and other stakeholders. Existing research, however, has not examined empirically whether the characteristics of the victims of corporate malfeasance contribute to shaping individual reactions. This study examines, through four experimental surveys, the role played by the national identity of the people affected on consumers’ intentions to spread negative word of mouth (WOM). It is shown that national identity influences individual reactions indirectly; mediated by perceived similarity and sympathy. Consumers perceive foreign victims as different from the self and this reduces the sympathy experienced towards them. Sympathy is an emotion that shapes consumer reactions and regulates WOM. The study identifies two moderating processes of this effect. Individuals who score high on collective narcissism are most likely to be strongly biased against foreign victims. In-group bias is also moderated by the perceived severity of the crisis. When a case is perceived as very serious, perceived similarity plays a less important role in generating sympathy because consumers focus on the perceived suffering of the victims. Hence, in-group bias is stronger in cases perceived as having minor consequences. The paper contributes to the literature on corporate social irresponsibility and offers implications for both scholars and managers.Item Open Access Re-examining dynamic capabilities in the context of digital transformation.(Cranfield University, 2023-10) Gao, Yanjun; Theoharakis, Vasilis; Maklan, StanWhile digital transformation is often a necessity to allow incumbent firms to remain competitive in a fast-changing world, it suffers from high failure rates in practice. The dynamic capability perspective was developed to address rapidly changing environments, so it can be utilised as a theoretical foundation to improve our understanding of digital transformation. With dynamic capabilities often disaggregated into three capability clusters: sensing, seizing, and transforming, these clusters are mostly presented in a static sequence and evolve independently, which is a practice challenged by this thesis. To explore the possible reasons hindering digital transformation, a longitudinal case study is conducted, exploring the evolution of dynamic capability clusters over time. It is observed that sensing, seizing, and transforming, rather than being sequential, coexist and coevolve during digital transformation. When they evolve at different speeds, mismatches can occur, which can act as bottlenecks slowing down the transformation but at the same time can act as catalysts improving underdeveloped capabilities. This finding contributes to the theory by demonstrating how mismatches arise during the coevolution of dynamic capability clusters and discussing their consequences for digital transformation. This finding also contributes to practice by arguing that the way in which firms orchestrate the coevolution of these dynamic capabilities over time holds a key to successful digital transformation, providing a more dynamic approach for emergent strategy development. It is therefore suggested that managers embrace the tensions caused by these mismatches and adopt a mindset that allows them to concurrently improve different dynamic capability clusters supporting digital transformation. While dynamic capabilities were introduced to address the static nature of the resource-based view (RBV), as previously described, the sensing, seizing, and transforming clusters are often applied in a sequential fashion, ignoring their possible interdependencies and evolutionary paths, and thus failing to capture the essential dynamism of the underlying phenomenon, which is particularly important in a high-velocity digital context. Therefore, this study further developed the conceptualisation of dynamic capability from an evolutionary perspective, better serving the current digital environment, which is changing faster than ever. As regards future research, firstly, since this thesis advances the conceptualisation of sensing, seizing, and transforming capabilities from an evolutionary perspective, it needs to be validated by more empirical studies. Secondly, the context is a limitation of this thesis. While this thesis provides deep insights through a single longitudinal case study in the retail sector, more studies are called for in diverse industries and national contexts to examine the coevolution of dynamic capabilities over time. Thirdly, while this thesis observes the mismatches during the coevolution of dynamic capabilities, further research is needed to explore the fundamental reasons behind this observation. The potential reasoning assumptions proposed by this thesis in attempting to explain the fundamental mechanism of dynamic capability mismatches require further examination via empirical research. Fourthly, an evolutionary underpinning indicates the methodological implications, calling for a longitudinal research design that moves away from a serial view in order to further advance and validate the framework of sensing, seizing, and transforming.Item Open Access Resource sharing in business-to-business contexts: a conceptualisation and guide for future research(European Marketing Academy, 2022-05-24) Von Dem Berge, Karina; Juttner-Schlange, Uta; Maklan, StanThe purpose of the study is to conceptualise sharing in the B2B context by reviewing three literature fields, which deal with B2B sharing but have not yet been integrated: B2B sharing economy, horizontal collaboration, and industrial symbiosis. A systematic literature review is used, based on 51 studies from the three fields. Findings are structured into: 1) Four key conceptual constructs – actors (who), resources (what), governance (how), motivations (why) and 2) Implementation barriers of B2B sharing. From an integrated view on constructs and related barriers, three research avenues are identified. This study contributes to the development of B2B sharing, an emerging field which is subsumed under the sharing economy but, compared to C2C sharing, under researched and practiced. No study has yet investigated the origins and scope of this ill-defined concept, linked the current knowledge, and focused on the specific implementation barriers as a requirement for further advancing the field.Item Metadata only The role of guilt and pride in consumers’ self-regulation: an exploration on sustainability and ethical consumption(Cranfield University, 2012-11) Antonetti, Paolo; Maklan, StanResearchers are interested in understanding the individual processes that favour consumers’ self-regulation since they can contribute to the achievement of personal and collective long-term goals in many areas. Sustainable and ethical consumption represents one such context; self-regulation can be a key driver for the solution of environmental and social sustainability challenges. In a series of three studies, this thesis investigates how guilt and pride contribute to consumers’ decisions to purchase sustainable products. The research adopts a multiple methods approach. The first qualitative study explores the process that leads to emotional experiences and describes what characterises feelings of guilt and pride. Five key dimensions that lead to enhanced self-control and stronger experiences of guilt and pride are identified: 1) altruistic value preference, 2) moral relevance of the issue presented, 3) credibility of the ethical claim(s) presented, 4) perception of a trade-off between altruism and self-interest, 5) social visibility of the decision. The two quantitative investigations examine consumers’ emotional reactions and how they affect future intentions to purchase sustainable products. It is demonstrated that: 1) feelings of guilt and pride have a positive influence on the intentions to purchase ethical products in the future; 2) intentionality is not necessary to experience guilt or pride; 3) experiences of guilt and pride have a positive impact on consumers’ efficacy beliefs; 4) beliefs in self-efficacy and collective efficacy influence positively intentions to purchase ethical products in the future. This research contributes to the literature on sustainable consumption by exploring how guilt and pride influence the purchase of ethical alternatives. This thesis also contributes to other domains of consumer research by: 1) explaining how guilt and pride influence cognition in self-regulation contexts; 2)developing a context-bound theory of appraisal in the study of guilt and pride. Implications for practitioners are also critically discussed.Item Open Access Social indentification and corporate irresponsibility: A model of stakeholder punitive intentions(Wiley, 2016-05-02) Antonetti, Paolo; Maklan, StanScholars hypothesize that retaliations against corporate social irresponsibility (CSI) are more likely when observers share the social identity of the victims. We present a model that explains in-group bias against irresponsibility and identify collective narcissism as a moderator of this effect. Experiment 1 demonstrates that the effect of identity on retaliations is mediated by the perceived similarity of the victims which reinforces feelings of sympathy towards the victims and anger towards the corporation. These emotions drive stakeholders’ attitudes and retaliations. Our study shows that appraisals of the victims of CSI are an important antecedent of stakeholders’ emotions and behavioural intentions. Our evidence also demonstrates that sympathy, an emotion neglected by past research in this area, has a unique effect on individuals’ reactions. Experiment 2 demonstrates that social identity biases in individual punitive intentions are moderated by individuals’ level of collective narcissism. Collective narcissists see out-group victims as very dissimilar from the self, whereas individuals with low levels of collective narcissism do not differentiate between victims of CSI on the basis of their identity. We extend knowledge on stakeholders’ reactions to CSI and offer insights to organizations promoting campaigns against irresponsible behaviour or managing the fallout from cases of corporate irresponsibility.Item Open Access The social reality of initiatives which pursue insight from data(Cranfield University, 2016-03) Douglas, Martin; Peppard, Joe; Maklan, StanWhile (big) data promises immense opportunity, initiatives focused on using data to pursue insight have mixed outcomes. The Management Support Systems (MSS) model summarises what we currently understand within Information Systems (IS) about the implementation and use of systems to improve organisations’ use of data. Adopting an ethnographic approach to observe how practitioners in two contrasting organisations actually generate insight from data, this research challenges the implicit information processing and implementation logics of the MMS model. The pragmatic messiness of pursuing insight is described in two monographs, which reveal the socially constructed nature of data in relation to phenomena, and the importance of data engagement to produce insight. Given that this PhD study also seeks to generate insight from data, it is compared and contrasted reflexively to the two cases observed. While the inquiry logic pursued in this study was made explicit, and was regularly reviewed and challenged, the two cases left this largely implicit. The use of tools is shown to facilitate and constrain inquiry, with related data acting as boundary objects between the different practitioner groups involved. An explanatory framework is presented and used to suggest various enhancements to the MSS model. First, the Problem Space is reframed to reflect the distinct, though interdependent logics involved in inquiry versus realising envisaged benefits from insights. Second, the MSS artefact itself is contextualised and Data Engagement rather than MSS or Tool Use is positioned as central. Third, Data are disentangled from the wider MSS artefact, as a critical, distinct construct. Fourth, an Alignment construct is introduced to address the boundary spanning nature of data initiatives. The thesis also highlights the value of using Wenger’s (1998) Communities of Practice (CoP) situated learning framework to study data initiatives, and the related value of mapping groups as a technique for further development. Some questions are provided for practitioners to gain a better understanding of data initiatives. Wider implications are also noted for the socio-material theorising of Data, and distinguishing between Data, Information and Knowledge concepts within the IS discipline.