دانلود رایگان مقاله انگلیسی رویاهای کلان دیتا: چارچوبی برای استراتژی شرکتی - نشریه الزویر

Abstract

The phenomenon of big data-large, diverse, complex, and/or longitudinal data sets-is having a stark influence on organizational strategy making. An increase in levels of data and technological capabilities is redefining innovation, competition, and productivity. This article contributes to both practical strategic application and academic research in the strategic management domain by presenting a framework that identifies how big data improves functional capabilities within organizations, shapes entirely new industries, and is a key component of innovative and disruptive strategies used by learning organizations to diversify and break down barriers of traditionally defined industries. This framework provides an appropriate basis for internal corporate strategy discussions that surround big data investments by explaining how firms create value through various approaches. In addition, this we offer guidance for how firms might derive their own big data approach through the merits of aligning data strategy aspirations with data strategy authenticity. © 2017 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.

5. Final remarks

The big data phenomenon, once prophesized in pop culture content like the Minority Report, is changing our world. The framework offered within this work reveals how proactive firms are leveraging big data initiatives to develop and sustain competitive advantage in varying degrees. Despite the success of firms referenced in the preceding paragraphs, most companies continue to struggle with big data initiatives: Nearly 80% fail to integrate their data fully and 65% consider their data management practices to be weak (Baldwin, 2015). The same study reported that 67% of surveyed companies had no “well-defined criteria to measure the success” of big data investments. Executives should align their big data aspirations–—within the provided framework–—with an authentic view of their own capabilities to get on the right track and stay ahead of the curve on innovation, competition, and productivity.