Refereed article in conference proceedings (A4)
Strategic Positioning in Big Data Utilization: Towards a Conceptual Framework
List of Authors: Wirén Milla, Mäntymäki Matti
Editors: Salah A. Al-Sharhan, Antonis C. Simintiras, Yogesh K. Dwivedi, Marijn Janssen, Matti Mäntymäki, Luay Tahat, Issam Moughrabi, Taher M. Ali, Nripendra P. Rana
Conference name: Conference on e-Business, e-Services and e-Society
Publication year: 2018
Journal: Lecture Notes in Computer Science
Book title *: Challenges and Opportunities in the Digital Era. I3E 2018
Volume number: 11195
Start page: 117
End page: 128
ISBN: 978-3-030-02130-6
eISBN: 978-3-030-02131-3
ISSN: 0302-9743
DOI: http://dx.doi.org/10.1007/978-3-030-02131-3_12
Abstract
This paper introduces a conceptual framework for strategic big data utilization. We discuss big data through (i) its origins (where and how does the data accumulate), (ii) its constitution (what is the nature of the data), and (iii) its applications (how and why can the data be processed and utilized). Based on this conceptual analysis, we argue for three continua that can guide the process of making strategic decisions regarding the utilization of big data. We further use these continua as a foundation for proposing a conceptual framework for strategic data use and strategic positioning. The conceptual framework facilitates understanding the firm-specific possibilities that emerge from aligning the overarching business goals with the opportunities emerging from big data.
This paper introduces a conceptual framework for strategic big data utilization. We discuss big data through (i) its origins (where and how does the data accumulate), (ii) its constitution (what is the nature of the data), and (iii) its applications (how and why can the data be processed and utilized). Based on this conceptual analysis, we argue for three continua that can guide the process of making strategic decisions regarding the utilization of big data. We further use these continua as a foundation for proposing a conceptual framework for strategic data use and strategic positioning. The conceptual framework facilitates understanding the firm-specific possibilities that emerge from aligning the overarching business goals with the opportunities emerging from big data.
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