University of Twente Student Theses


Big data in small companies : a survey in the retail sector in the Netherlands.

Nijkamp, J.B. (2021) Big data in small companies : a survey in the retail sector in the Netherlands.

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Abstract:Over the past years, “big data” has been firmly established in the everyday practices of businesses and even in the specific sector as retail it is becoming a more significant source. However, the utilization of big data analytics lacks behind among small- and medium-sized enterprises in the retail sector. To understand this problem, this research mapped the current situation to what extent these SMEs utilizes big data analytics. Based on a review of the literature on maturity frameworks for measuring this utilization of big data analytics, an online questionnaire of the BDAC framework was distributed to SMEs in the retail sector based across the Netherlands. Analysis of the questionnaire demonstrated that SMEs are broadly interested in big data analytics and the adoption and utilization of the tangible resources of analytics are firmly established. However, SMEs are still careful about investing in big data analytics because of the uncertainty of the added value of data analytics. On this basis, it is recommended that further research is needed to determine how SMEs in the retail sector could see the benefits of big data analytics and how these SMEs could utilise big data analytics without making significant investments within the company.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:54 computer science, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
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