Abstract
This paper reports on an action research project (two-cycle approach – problem solving cycle and research cycle) that investigated the role of data management in supporting product variety/Stock Keeping Unit (SKU) management in a food SME (Small and Medium Enterprise). We find that the SME did not view data as a key resource and hence data redundancy and data integrity issues were fundamental problems. Application of a conceptual data model instilled discipline with regard to data management and this resulted in: (1) a change in data management behaviour within the food SME, and (2) the development and deployment of SKU management tools for the food SME.
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