A4 Article in conference proceedings
Strategic Positioning in Big Data Utilization: Towards a Conceptual Framework

List of Authors: Wirén Milla, Mäntymäki Matti
Publication year: 2018
Journal: Lecture Notes in Computer Science
Book title *: Challenges and Opportunities in the Digital Era. I3E 2018
Volume number: 11195
ISBN: 978-3-030-02130-6
eISBN: 978-3-030-02131-3
ISSN: 0302-9743

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.

Last updated on 2019-29-01 at 17:31