Big Data Analysis as a Source of Companies’ Competitive Advantage: A Review
Objective: The main aim of the article is two-fold: firstly, to indicate the benefits to companies. which stem from the usage of Big Data Analysis (BDA), and secondly to conceptualise main general sources of competitive advantage that BDA affords. Research Design & Methods: The method used in t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Cracow University of Economics
2018-12-01
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| Series: | Entrepreneurial Business and Economics Review |
| Subjects: | |
| Online Access: | https://eber.uek.krakow.pl/index.php/eber/article/view/451 |
| Summary: | Objective: The main aim of the article is two-fold: firstly, to indicate the benefits to companies. which stem from the usage of Big Data Analysis (BDA), and secondly to conceptualise main general sources of competitive advantage that BDA affords.
Research Design & Methods: The method used in the article is a comprehensive literature review including theories of competitive advantage and relations existing on the Consumer-to-Business market including BDA.
Findings: The conducted research indicates the particular benefits as a result of using BDA, but also conceptualises and proposes three main general sources of competitive advantage that BDA affords. These include product quality, risk reduction, and a customer relationships advantage.
Implications & Recommendations: The results have practical implications as they identify the importance and a possible application of BDA for companies from different industries. If one wants to achieve a competitive advantage, then BDA constitutes an important potential solution. However, a certain level of managerial awareness is required first in order to implement such a solution. The awareness of particular benefits which have already been achieved by competitors in the same industry by applying BDA may be an important trigger for a company to consider implementing their own BDA.
Contribution & Value Added: The originality of the article stems from the comprehensive analysis of benefits of BDA resulting in the conceptualisation of Big Data-driven competitive advantage. |
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| ISSN: | 2353-883X 2353-8821 |