Summary of the article "How to improve firm performance using big data analytics capability and business strategy alignment"
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Module
Digital Marketing
Institution
Vrije Universiteit Amsterdam (VU)
This is a summary of the article "How to improve firm performance using big data analytics capability and business strategy alignment" of Akter, Wamba, Gunasekaran, Dubey and Childe (2016)
how to improve firm performance using big data analytics capability and business strategy alignment
Written for
Vrije Universiteit Amsterdam (VU)
Msc. Marketing
Digital Marketing
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How to improve frm performance using big data analytcs capability and
business strategy alignment
Akter et al. (2016)
Introducton
Big data analytic iapability ic the next big thing in innovaton and the next management revolutonn
Yet invectment in big data ctll pocec a lot of ihallengec due to the miccing link between analytic
iapabilitec and frm performanien
Big data analytcs capability: the dictnitve iapability of frmc in cetng the optmal priie, deteitng
quality problemc, deiiding the lowect poccible level of inventory or, identfying loyal and proftable
iuctomerc in big data environmentn
Literature review
Big data ic defned ac maccive amountc of variouc obcervatonal data whiih cupport diferent typec of
deiicioncn
The Recourie Baced Theory (RBT) reliec on two iore accumptonc about frmmbaced recouriec to
chow why come frmc perform beter than otherc and how to enhanie frm performanie:
Resource heterogeneity: the iapability of frmc in aiiompliching iertain funitonc with the
help of their unique recouriec;
Exchanging resources: thece difereniec in recouriec are faiilitated by the difiulty of
exihanging recouriec airocc frmcn Thic accumpton indiiatec recourie immobility whiih
highlightc the fait that the cynergicti beneftc from variouc recouriec are cuctained over
tmen
In additon to thece two accumptonc, the logii of RBT embraiec the VRIO framework whiih ilearly
ctatec that frm performanie dependc on the extent to whiih a frm pocceccec cimultaneoucly
Valuable, Rare, imperfeitly imitable (ioctly to imitate) recouriec whiih are properly Organizedn
The literature in big data identfec three key building bloikc of big data analytic iapability:
Organizatonal (BDA management);
Phyciial (IT infractruiture);
Human (analytic ckill or knowledge)n
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