Rong Ma

About

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E-mail

rom.acc@cbs.dk

Departments

Department of Accounting

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Subjects

Accounting Artificial intelligence Machine learning Quantitative methods

Primary research areas

AI-assisted systematic literature review

This research investigates how AI tools and computational methods can support systematic literature reviews. The aim is to help novice and interdisciplinary researchers conduct reviews that are more transparent, efficient, and reproducible.

AI-driven Customer Analytics for Management Accounting

This research explores the design and application of AI-driven Customer Lifetime Value models. The focus is on moving beyond static measurement toward dynamic, predictive, and actionable tools that support management accounting, pricing, and strategic decision-making.

I help researchers navigate knowledge and companies create value with AI

My research explores how artificial intelligence (AI) can improve both research practices and business decision-making. I focus on using AI to make knowledge more transparent and accessible, and to help companies create value through smarter management accounting and customer analytics.

The impact of my work on society

I make literature reviews more transparent, efficient, and reproducible, helping novice and interdisciplinary researchers navigate complex knowledge.

I design AI-driven customer lifetime value models that give companies predictive and actionable insights, improving pricing, resource allocation, and customer relationships.

I support organizations in bridging technology and practice, so they can respond to digital transformation with better strategies and decisions.