Actualizing big data analytics affordances: A revelatory case study
Dremel C; Herterich MM; Wulf J; vom Brocke J
Abstract
Drawing on a revelatory case study, we identify four big data analytics (BDA) actualization mechanisms: (1) enhancing, (2) constructing, (3) coordinating, and (4) integrating, which manifest in actions on three socio-technical system levels, i.e., the structure, actor, and technology levels. We investigate the actualization of four BDA affordances at an automotive manufacturing company, i.e., establishing customer-centric marketing, provisioning vehicle-data-driven services, data-driven vehicle developing, and optimizing production processes. This study introduces a theoretical perspective to BDA research that explains how organizational actions contribute to actualizing BDA affordances. We further provide practical implications that can help guide practitioners in BDA adoption.
Keywords
Big data analytics; Affordance theory; Socio-technical approach; Organizational transformation; Organizational benefits; Affordance actualization