key: cord-0044509-pr3aqks5
authors: Petrescu, Maria; Krishen, Anjala S.
title: The importance of high-quality data and analytics during the pandemic
date: 2020-06-03
journal: J Market Anal
DOI: 10.1057/s41270-020-00079-3
sha: eeac382b71e0a40eeb219c2e51eac123f173a6ca
doc_id: 44509
cord_uid: pr3aqks5

nan

to outcome bias, or the tendency to overweight observed outcomes (Dillon et al. 2016) .

The importance of high-quality data and analytics throughout the back-end and front-end organizational processes, including the supply chain and the customer relationship management process, as the food industry demonstrates, is greater than ever (Peltier et al. 2013) . Previous literature cites the importance of information sharing and collaboration among stakeholders to generate collective insights and emphasizes the role of digital technology to bridge circularity holes in the supply chain (Ciulli et al. 2019; Gadde and Amani 2016). To lower food wastage in the network, stakeholders must collaborate to increase societal engagement, awareness, and knowledge; information sharing with quality data can ultimately lead to greater sustainability and sustainable innovation levels (Bonadonna et al. 2019; Crittenden et al. 2011; Devin and Richards 2018; Sheth et al. 2011; Varadarajan 2017) . At times like these, high quality data and analytics can enable knowledge-based, creative, innovative, and transformative solutions. 

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In 2016, she gave a TEDx talk (at UNR) titled "Opposition: The light outside of the dark box," and a UNLV Creates speech entitled "Consuming to Creating, Watching to Doing, Seeing to Being." To date, she has completed over 55 marathons, seven ultramarathons, three 100 milers, and has a black belt in Taekwondo.

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