University of Twente Student Theses


The effective integration of big data in the decision-making process

Azevedo Amaral, A.M. (2020) The effective integration of big data in the decision-making process.

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Abstract:Big data promises to deliver better business performance, superior product development, and higher customer satisfaction. But this can only be true if organizations can effectively transform big data into value. Recent evidence indicates that the first-order effects of big data are on better decision-making, and conceptual models to integrate big data tools, methods, and techniques into the decision-making process has been developed. This research goal is to assess the applicability of these models in real-life cases in the context of product/market development. Also, it aims to shed light on the organizational elements surrounding this process, in particular, the stakeholders and information-processing mechanisms. A multiple case study was conducted with large companies in the Netherlands and Brazil to identify the process through which decisions are made and map the organizational elements. The processes were compared with the literature and a refined model is suggested. It also discusses the roles of stakeholders and the information-processing mechanisms utilize to gain alignment and define problems and solutions. It is claimed that the decision flow alone cannot guarantee the success of this integration. Knowing the right stakeholders to involve and how to attend to their information needs are paramount for extracting value from data.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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