Estimating the relation of big data on business model innovation: a qualitative research

• Autor(a) principal: Montermann, Anna Luisa
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/106872
• topic: Big data; Business model; Business model innovation; Data monetization; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Gaining interdisciplinary attention across academia, the concept of Big Data also finds application in the business world. Realizing the potential of the trend, this research considers the impact of Big Data with a strategic perspective and by focusing on the following research question: How can data and data-driven decisions lead to business model innovation?Challenging the assumption that Big Data even has the potential to impact business models, this research firstly elaborates on the construct of business modelsandbusiness model patterns. Subsequently, the Big Data concept is defined, by focusing on its unstructured and fast-moving nature. Considering the broad influence Big Data might have on business models, a qualitative research design is esteemed appropriate to answer the research question: The anal yses of semi-structured interviews with experts give insights about complex relations in the field of Big Data.For this research 13 participants contributedtheir opinions on Big Data, among others, they identifycurrent methodsand illustrate data visions for the future.One of the main findings of this research is that Big Data still imposes problems on managers, most of them are of analytical, technical or cultural nature. At the same time, the agents that suffer from insufficient data analytics,are invested to generate a data strategy that will facilitate data management.This research defines that data objects must be prioritized due to their utility,by means of data valuation. Associating a monetary value with data objects helps managersto commit totheirdecisions indata management. Furthermore, this research reveals that Big Data integration improves operations at various levels. In an incremental instance,businesses can reduce costs or differentiate their product and service portfolio through Big Data integration.Furthermore, Big Data finds applications on a strategic level:This research detects that Big Data possesses the proficiency to facilitate all business model dimensions and even to create innovation. Concluding, this master thesiscontributes to the research field of Strategy&Innovationas it increases the theoretical understanding of Big Data and its integration in strategic decision making. It considers several related topics to assess the capability of data,by including the notions of data monetization and experience data. Furthermore, this thesis discloses novel case studies, which give evidence of the status quo of data integration across industries. By deriving propositions, this study serves as a valuable guideline for further research on data management and business model innovation.