Strategies and Influencing Factors for Big Data Exploration

Many enterprises feel the need to explore the possibilities big data may provide for their business. However, they hesitate to apply big data, as they are unsure how to successfully identify new opportunities. We analyze in a multiple case study how companies start to investigate big data applications. Based on these case studies, we find two generic strategies companies tend to follow. These strategies focus either on the search for potential business opportunities or on the need to develop technology infrastructure. In order to understand the strategy selection, we utilize the TechnologyOrganization-Environment (TOE) framework. Our findings are twofold. First, we identify factors that influence the choice of strategy. Second, we identify the factors that influence the initiation phase of big data adoption within a chosen strategy.

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