Advertisement

How Business Value Is Extracted from Operational Data: A Case Study

  • Zsolt Ugray
  • David Paper
  • Jeffrey Johnson
Chapter

Abstract

The case study by Ugray, Paper and Johnson follows the emergence of digital business models within a company as it strives to better serve its customers. Through analysis of the unique data accumulated from its operations, the organization found ways to unlock value for its customers and capture some of the value for its own success. The three major driving forces behind the mechanisms that led to develop new opportunities are the desire to serve customers better, the need to improve internal processes, and the drive of the data expert staff for technological progress. Even with only limited resources available, the mixture of the three driving forces led to successful innovations that sustained the growth of the company.

Keywords

Digital business model Analytics Big data Case study 

References

  1. Aagaard, A., and P. Lindgren. 2015. The Opportunities and Challenges of Persuasive Technology in Creating Sustainable Innovation and Business Model Innovation. Wireless Personal Communications 81 (4): 1511–1529.CrossRefGoogle Scholar
  2. Banerjee, A., T. Bandyopadhyay, and P. Acharya. 2013. Data Analytics: Hyped Up Aspirations or True Potential? Vikalpa 30 (4): 1–11.CrossRefGoogle Scholar
  3. Barton, D., and D. Court. 2012. Making Analytics Work for You. Harvard Business Review 90: 79–83.Google Scholar
  4. Bell, P. 2013. Creating Competitive Advantage Using Big Data. Ivey Business Journal (May): 1–5.Google Scholar
  5. Benbasat, I., D.K. Goldstein, and M. Mead. 1987. The Case Research Strategy in Studies of Information Systems. MIS Quarterly 11 (3): 369–386.CrossRefGoogle Scholar
  6. Bertolucci, J. 2013a. Your Smartphone As Big Data Analytics Tool. InformationWeek, January 7.Google Scholar
  7. ———. 2013b. Big Data in 2014: 6 Bold Predictions. InformationWeek, December 23.Google Scholar
  8. Brands, K. 2014. Big Data and Business Intelligence for Management Accountants. Strategic Finance 96 (6): 64–64.Google Scholar
  9. Brustein, J. 2014. How an Online Survey Company Joined the $1 Billion Club. Businessweek. http://www.bloomberg.com/news/articles/2014-09-24/how-qualtrics-turned-online-surveys-into-a-1-billion-business.
  10. Brynjolfsson, E., L.M. Hitt, and H.H. Kim. 2011. Strength in Numbers: How Does Data-Driven Decision Making Affect Firm Performance? Social Science Research Network (April).Google Scholar
  11. Cavaye, A.L.M. 1996. Case Study Research: A Multi-faceted Research Approach for IS. Information Systems Journal 6 (3): 227–242.CrossRefGoogle Scholar
  12. Creswell, J.W. 1998. Qualitative Inquiry and Research Design: Choosing Among Five Traditions. Thousand Oaks: Sage.Google Scholar
  13. Dasgupta, M. 2015. Exploring the Relevance of Case Study Research. Vision 19 (2): 147–160.CrossRefGoogle Scholar
  14. Davenport, T.H. 2013. Keep Up with Your Quants. Harvard Business Review 91 (July–August): 120–123.Google Scholar
  15. Davenport, T.H., and J.G. Harris. 2010. Analytics at Work: Smarter Decisions, Better Results. Boston: Harvard Business School Press.Google Scholar
  16. Davenport, T.H., and D.J. Patil. 2012. Data Scientist: The Sexiest Job of the 21st Century. Harvard Business Review 90 (October): 70–76.Google Scholar
  17. Dube, L., and G. Pare. 2003. Rigor in Information Systems Positivist Case Research: Current Practices, Trends, and Recommendations. MIS Quarterly 27 (4): 597–635.CrossRefGoogle Scholar
  18. Eisenhardt, K.M. 1989. Building Theories from Case Study Research. Academy of Management Review 14 (4): 532–550.CrossRefGoogle Scholar
  19. El Sawy, O.A., and F. Pereira. 2013. Digital Business Models: Review and Synthesis. Business Modelling in the Dynamic Digital Space: An Ecosystem. Ch2, Springer Briefs in Digital Spaces. doi:  https://doi.org/10.1007/978-3-642-31765-1_2Google Scholar
  20. Franks, B. 2012. Taming the Big Data Tidal Wage: Finding Opportunities in Huge Data Streams with Advanced Analytics. Hoboken: Wiley.CrossRefGoogle Scholar
  21. Gable, G.G. 1994. Integrating Case Study and Survey Research Methods: An Example in Information Systems. European Journal of Information Systems 3 (2): 112–126.CrossRefGoogle Scholar
  22. Gantz, J., and D. Reinsel. 2012. The Digital Universe in 2020: Big Data, Bigger Digital Shadows, and Biggest Growth in the Far East. IDC Analyze the Future 3: 1–16.Google Scholar
  23. Gummesson, E. 2000. Qualitative Methods in Management Research. Thousand Oaks: Sage.Google Scholar
  24. Harriott, J. 2013. A Leader’s Guide to Incorporating Big Data Across the Organization. Marketing Insights (Spring): 34–41.Google Scholar
  25. Ji, C., Y. Li, W. Qiu, Y. Jin, Y. Xu, U. Awada, and K. Li. 2012. Big Data Processing: Big Challenges and Opportunities. Journal of Interconnection Networks 13 (3 & 4): 1–19.Google Scholar
  26. Krishnan, K. 2014. 10 Mistakes Enterprises Make in Big Data Projects. http://www.ibmbigdatahub.com/blog/10-mistakes-enterprises-make-big-data-projects.
  27. Lee, Y., S. Madnick, R. Wang, F. Wang, and H. Zhang. 2014. A Cubic Framework for the Chief Data Officer: Succeeding in a World of Big Data. MIS Quarterly Executive 13 (1): 1–13.Google Scholar
  28. Lin, P.P. 2014. What CPAs Need to Know About Big Data. The CPA Journal (November): 50–55.Google Scholar
  29. Lincoln, Y., and E.G. Guba. 1985. Naturalistic Inquiry. Newbury Park: Sage Publications.CrossRefGoogle Scholar
  30. Lindgren, P., and A. Aagaard. 2014. The Sensing Business Model. Wireless Personal Communications 76: 291–306.CrossRefGoogle Scholar
  31. Liu, Y. 2015. Big Data and Predictive Business Analytics. Journal of Business Forecasting 33 (4): 40–42.Google Scholar
  32. Manyika, J., M. Chui, B. Brown, J. Bughin, R. Dobbs, C. Roxburgh, and A. Hung-Byers. 2011. Big Data: The Next Frontier for Innovation, Competition, and Productivity, 1–3. New York: McKinsey Global Institute.Google Scholar
  33. Marchand, D.A., and J. Peppard. 2013. Why IT Fumbles Analytics. Harvard Business Review 91 (January–February): 104–112.Google Scholar
  34. Markham, S.K., M. Kowolenko, and T.L. Michaelis. 2015. Unstructured Text Analysis to Support New Product Development Decisions. Research-Technology Management 58 (2): 30–38.Google Scholar
  35. Martinek, L., and C. Stedman. 2014. Big Data Analytics Definition. http://searchbusinessanalytics.techtarget.com/definition/big-data-analytics.
  36. McAfee, A., and E. Brynjolfsson. 2012. Big Data: The Management Revolution. Harvard Business Review 90 (October): 61–68.Google Scholar
  37. Merett, R. 2015. Where are Big Data and Analytics Heading in 2015? http://www.cio.com.au/article/559668/where-big-data-analytics-heading-2015/.
  38. Milliken, A.L. 2015. Transforming Big Data into Supply Chain Analytics. Journal of Business Forecasting 33 (4): 23–27.Google Scholar
  39. Nichols, W. 2013. Advertising Analytics 2.0. Harvard Business Review 91 (March): 60–68.Google Scholar
  40. Paper, D., Z. Ugray, and J. Johnson. 2015. Mega Data Value Creation: A Roadmap to Success. Journal of Information Technology Cases and Application Research 16: 3–4 119–126.Google Scholar
  41. Pare, G. 2004. Investigating Information Systems with Positivist Case Study Research. Communications of the AIS 13: 233–264.Google Scholar
  42. Parise, S., B. Iyer, and D. Vesset. 2012. Four Strategies to Capture and Create Value from Big Data. Ivey Business Journal (July/August). http://iveybusinessjournal.com/publication/four-strategies-to-capture-and-create-value-from-big-data/.
  43. Patton, M.Q. 2002. Qualitative Research and Evaluation Methods. Thousand Oaks: Sage.Google Scholar
  44. Remane, G., A. Hanelt, R.C. Nickerson, and L.M. Kolbe. 2017. Discovering Digital Business Models in Traditional Industries. Journal of Business Strategy 38 (2): 41–51.CrossRefGoogle Scholar
  45. Ross, J.W., C.M. Beath, and A. Quaadras. 2013. You May Not Need Big Data After All. Harvard Business Review 91 (December): 90–98.Google Scholar
  46. Santaferraro, J. 2013. Filling the Demand for Data Scientists: A Five-Point Plan. Business Intelligence Journal 18 (4): 13–18.Google Scholar
  47. Shah, S., A. Horne, and J. Capella. 2012. Good Data Won’t Guarantee Good Decisions. Harvard Business Review 90 (April): 23–25.Google Scholar
  48. Sousa, M.J., and A. Rocha. 2018. Skills for Disruptive Digital Business. Journal of Business Research.  https://doi.org/10.1016/j.jbusres.2017.12.051.CrossRefGoogle Scholar
  49. Teece, D.J. 2010. Business Models, Business Strategy and Innovation. Long Range Planning 43: 172–194.CrossRefGoogle Scholar
  50. ———. 2018. Business Models and Dynamic Capabilities. Long Range Planning 51: 40–49.CrossRefGoogle Scholar
  51. Warren, J.D., K.C. Moffitt, and P. Byrnes. 2015. How Big Data Will Change Accounting. Accounting Horizons 29 (2): 397–407.CrossRefGoogle Scholar
  52. Wegener, R., and V. Sinha. 2013. The Value of Big Data: How Analytics Differentiates Winners. Atlanta: Bain & Company.Google Scholar
  53. Yin, R.K. 2014. Case Study Research: Design and Methods. Thousand Oaks: Sage.Google Scholar
  54. Zott, C., R. Amit, and L. Massa. 2011. The Business Model: Recent Developments and Future Research. Journal of Management 37 (4): 1019–1042.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.Jon M. Huntsman School of BusinessUtah State UniversityLoganUSA

Personalised recommendations