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Setting Sail for Data-Driven Decision-Making an Action Design Research Case from the Maritime Industry

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Design Science Research. Cases

Part of the book series: Progress in IS ((PROIS))

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Abstract

To react to new market dynamics, OEM, one of the largest marine equipment manufacturers in the world, was facing the task of transforming its aftersales business from key-account-manager-driven sales processes to more proactive and customer-centric processes. The company had recently implemented an organization-wide customer relationship management (CRM) system to facilitate this transformation. However, the system was not fully used because of a lack of proactive work practices that the system could support. Based on this diagnosis, we developed and applied a method for data-driven lead-generation that uses advanced analytics and automation to leverage internal and external data sources to identify and assess sales leads. To guide the design process, we ingrained the artifact with theory about data-driven decision-making (DDD) and value creation in the form of initial design principles. After several iterations of building the artifact, examining the organizational context, and evaluating the changes that those interventions introduced, we formalized a set of design principles and abstracted them to the broader class of DDD artifacts, highlighting decision quality but also the importance of model comprehensibility, domain knowledge, and actionability of results.

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Notes

  1. 1.

    Earlier stages and iterations of the artifact of this ADR study have been reported in an unpublished master’s thesis and, with a focus on developed design theory, in the proceedings of the European Conference on Information Systems (Thiess & Müller, 2018).

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Author information

Authors and Affiliations

  1. IT University of Copenhagen, Copenhagen, Denmark

    Tiemo Thiess & Oliver Müller

Authors
  1. Tiemo Thiess
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  2. Oliver Müller
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Correspondence to Oliver Müller .

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Editors and Affiliations

  1. Department of Information Systems, University of Liechtenstein, Vaduz, Liechtenstein

    Jan vom Brocke

  2. Muma College of Business, University of South Florida, Tampa, FL, USA

    Alan Hevner

  3. Institute of Information Systems and Marketing (IISM), Karlsruhe Institute of Technology (KIT), Karlsruhe, Germany

    Alexander Maedche

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Thiess, T., Müller, O. (2020). Setting Sail for Data-Driven Decision-Making an Action Design Research Case from the Maritime Industry. In: vom Brocke, J., Hevner, A., Maedche, A. (eds) Design Science Research. Cases. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-030-46781-4_12

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