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Big data dreams: A framework for corporate strategy

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  • Mazzei, Matthew J.
  • Noble, David

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, 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.

Suggested Citation

  • Mazzei, Matthew J. & Noble, David, 2017. "Big data dreams: A framework for corporate strategy," Business Horizons, Elsevier, vol. 60(3), pages 405-414.
    • Handle: RePEc:eee:bushor:v:60:y:2017:i:3:p:405-414
    DOI: 10.1016/j.bushor.2017.01.010
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    1. Vincenzo Morabito, 2015. "Big Data and Analytics," Springer Books, Springer, edition 127, number 978-3-319-10665-6, September.
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    Cited by:

    1. Tabesh, Pooya & Mousavidin, Elham & Hasani, Sona, 2019. "Implementing big data strategies: A managerial perspective," Business Horizons, Elsevier, vol. 62(3), pages 347-358.
    2. Swen Nadkarni & Reinhard Prügl, 2021. "Digital transformation: a review, synthesis and opportunities for future research," Management Review Quarterly, Springer, vol. 71(2), pages 233-341, April.
    3. Ciampi, Francesco & Demi, Stefano & Magrini, Alessandro & Marzi, Giacomo & Papa, Armando, 2021. "Exploring the impact of big data analytics capabilities on business model innovation: The mediating role of entrepreneurial orientation," Journal of Business Research, Elsevier, vol. 123(C), pages 1-13.
    4. Liedong, Tahiru Azaaviele & Rajwani, Tazeeb & Lawton, Thomas C., 2020. "Information and nonmarket strategy: Conceptualizing the interrelationship between big data and corporate political activity," Technological Forecasting and Social Change, Elsevier, vol. 157(C).
    5. Nataša Đurđević & Aleksandra Labus & Dušan Barać & Miloš Radenković & Marijana Despotović-Zrakić, 2022. "An Approach to Assessing Shopper Acceptance of Beacon Triggered Promotions in Smart Retail," Sustainability, MDPI, vol. 14(6), pages 1-25, March.
    6. Venugopal Prabhakar Gantasala & Swapna Bhargavi Gantasala & Trinh La, 2022. "Influence of motivation on achieving energy sustainability: mediating effects of decision-making," Environment Systems and Decisions, Springer, vol. 42(4), pages 626-636, December.
    7. Osama Musa Ali Al-Darras & Cem Tanova, 2022. "From Big Data Analytics to Organizational Agility: What Is the Mechanism?," SAGE Open, , vol. 12(2), pages 21582440221, June.
    8. Roger Moser & Srinath Rengarajan & Gopalakrishnan Narayanamurthy, 2021. "Decision Intelligence: Creating a Fit between Intelligence Requirements and Intelligence Processing Capacities," IIM Kozhikode Society & Management Review, , vol. 10(2), pages 160-177, July.
    9. Blasco-Arcas, Lorena & Lee, Hsin-Hsuan Meg & Kastanakis, Minas N. & Alcañiz, Mariano & Reyes-Menendez, Ana, 2022. "The role of consumer data in marketing: A research agenda," Journal of Business Research, Elsevier, vol. 146(C), pages 436-452.
    10. Alberto Bertello & Alberto Ferraris & Stefano Bresciani & Paola Bernardi, 2021. "Big data analytics (BDA) and degree of internationalization: the interplay between governance of BDA infrastructure and BDA capabilities," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1035-1055, December.
    11. Acciarini, Chiara & Cappa, Francesco & Boccardelli, Paolo & Oriani, Raffaele, 2023. "How can organizations leverage big data to innovate their business models? A systematic literature review," Technovation, Elsevier, vol. 123(C).
    12. Gordon Bowen & Dominic Appiah & Sebastian Okafor, 2020. "The Influence of Corporate Social Responsibility (CSR) and Social Media on the Strategy Formulation Process," Sustainability, MDPI, vol. 12(15), pages 1-13, July.
    13. Rajesh Chidananda Reddy & Biplab Bhattacharjee & Debasisha Mishra & Anandadeep Mandal, 2022. "A systematic literature review towards a conceptual framework for enablers and barriers of an enterprise data science strategy," Information Systems and e-Business Management, Springer, vol. 20(1), pages 223-255, March.
    14. J. Piet Hausberg & Kirsten Liere-Netheler & Sven Packmohr & Stefanie Pakura & Kristin Vogelsang, 2019. "Research streams on digital transformation from a holistic business perspective: a systematic literature review and citation network analysis," Journal of Business Economics, Springer, vol. 89(8), pages 931-963, December.
    15. Morimura, Fumikazu & Sakagawa, Yuji, 2023. "The intermediating role of big data analytics capability between responsive and proactive market orientations and firm performance in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    16. Katharina Cepa, 2021. "Understanding interorganizational big data technologies: How technology adoption motivations and technology design shape collaborative dynamics," Journal of Management Studies, Wiley Blackwell, vol. 58(7), pages 1761-1799, November.
    17. Yuli Marcela Suárez-Rico & Mauricio Gómez-Villegas & María Antonia García-Benau, 2018. "Exploring Twitter for CSR Disclosure: Influence of CEO and Firm Characteristics in Latin American Companies," Sustainability, MDPI, vol. 10(8), pages 1-19, July.
    18. Candice WALLS & Brian BARNARD, 2020. "Success Factors of Big Data to Achieve Organisational Performance: Theoretical Perspectives," Expert Journal of Business and Management, Sprint Investify, vol. 8(1), pages 1-16.
    19. Li, Rui & Xu, Shoufu & Zhang, Yun, 2023. "Can digital transformation reduce within-firm pay inequality? Evidence from China," Economic Modelling, Elsevier, vol. 129(C).
    20. Christoph Keding, 2021. "Understanding the interplay of artificial intelligence and strategic management: four decades of research in review," Management Review Quarterly, Springer, vol. 71(1), pages 91-134, February.
    21. Andrea De Mauro & Marco Greco & Michele Grimaldi, 2019. "Understanding Big Data Through a Systematic Literature Review: The ITMI Model," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 18(04), pages 1433-1461, July.
    22. Federica Pascucci & Elisabetta Savelli & Giacomo Gistri, 2023. "How digital technologies reshape marketing: evidence from a qualitative investigation," Italian Journal of Marketing, Springer, vol. 2023(1), pages 27-58, March.

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