University of Twente Student Theses
Data-Driven Decision Making (DDD) by SME online retailers : exploring critical determinants influencing the adoption of DDD by SME online retailers
Bojoga, D. (2022) Data-Driven Decision Making (DDD) by SME online retailers : exploring critical determinants influencing the adoption of DDD by SME online retailers.
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| Abstract: | Data has become one of the company’s most valuable assets in today's business world. Research shows that companies that can adequately harness their data effectively can make better and faster decisions in their business operations. This decision-making practice is also known as Data-Driven Decision Making (DDD). In particular, companies who operate in highly competitive industries, such as the retail sector, can gain a competitive advantage from this DDD practice as these companies rely on efficiency and effectiveness to remain competitive. Mainly large retailers are increasingly adopting this way of decision-making. However, small and medium-sized retailers still struggle to implement DDD successfully as these SMEs face challenges and barriers. Therefore, this study aimed to explore critical determinants that influence the adoption of DDD by SME online retailers operating in the Netherlands. This research used the TOE (Technology, Organisation, Environment) framework to explore the critical determinants of DDD adoption. A literature review was conducted on prior TOE-based research concerning big data analytics adoption to explore potential factors influencing DDD adoption. Thereafter, semi-structured interviews were conducted with experts who assist SME online retailers with DDD to discuss these potential adoption factors and identify the critical determinants influencing the adoption of DDD by SME online retailers. The results show that the critical determinants are positioned in the technological and organisational context. In the technological context, it is presumed that the Relative Advantage, Complexity, Compatibility, Data Management and Process Management can be considered critical determinants that influence the adoption of DDD. In the organisational context, it is suggested that Top Management Support, Human Resources and a Data-Driven Culture can be considered critical determinants that influence the adoption of DDD. Furthermore, this study suggests practical implications that support SME online retailers in adopting DDD successfully and provides future research implications regarding the factors influencing the adoption of DDD by SME online retailers. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/92935 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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