Too Much Data, Too Little Information: The Challenges of RFID Implementation

19 Pages Posted: 30 May 2007

See all articles by Mairead Brady

Mairead Brady

Trinity College Dublin - The University of Dublin; Trinity College Dublin - School of Business; University of Dublin - School of Business Studies

Martin R. Fellenz

Trinity College Dublin - School of Business

Corinne Armstrong

Trinity College (Dublin) - School of Business Studies

Abstract

This paper reports on findings from an exploratory study on the readiness of retailers for Radio Frequency Identification Devices (RFID), an innovative data-capture technology with the potential to substantially impact on national and international business. The paper discusses reasons for the findings which indicate a substantial gap between the potential of the technology and companies' preparedness for its use. The management and marketing implications of RFID are discussed and suggestions for further research into the implementation challenges of this and similar transformational technologies are posited.

Keywords: Radio Frequency Identification, Information Management, Contemporary Marketing Practice, ICT

JEL Classification: M31

Suggested Citation

Brady, Mairead and Fellenz, Martin R. and Armstrong, Corinne, Too Much Data, Too Little Information: The Challenges of RFID Implementation. Available at SSRN: https://ssrn.com/abstract=989303 or http://dx.doi.org/10.2139/ssrn.989303

Mairead Brady (Contact Author)

Trinity College Dublin - The University of Dublin ( email )

College green
Dublin 2
Ireland
+353-1-896 2705 (Phone)

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

Trinity College Dublin - School of Business ( email )

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

University of Dublin - School of Business Studies ( email )

College green
Dublin 2
Ireland
+353-1-896 2705 (Phone)

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

Martin R. Fellenz

Trinity College Dublin - School of Business ( email )

College Green
Dublin 2
Ireland

Corinne Armstrong

Trinity College (Dublin) - School of Business Studies ( email )

AAP College Green
Dublin 2
Ireland

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