The implication of Big Data Analytics on Competitive Intelligence

This paper seeks to understand how big data driven decision making outcomes create value within the organization's competitive intelligence. The author has approached the evaluation through single intrinsic case study method with embedded decision-making units, and data were collected from a "real-life" organization in UAE, to establish new knowledge about this emerging phenomenon. Research questions are: 1. When BDA can demonstrate an added value for CI? 2. How big data-driven decision-making creates value for competitive intelligence? 3. Does CI process changes once BDA is utilized? Findings had provided implications & conclusions, and proposed a new model for Competitive Intelligence Process while implementing Big Data Analytics.

Autorentext

Promotionsstipendiat an der Universität Northampton. Forscht über Big Data Analytics und Verbraucherverhalten. Master-Abschluss in Marketing und Innovation von der London School of Marketing. B.A. in Medien und Journalismus von der Yarmouk Universität. Marketingberaterin und Geschäftsfrau. Mutter von drei Kindern, derzeit in den Vereinigten Arabischen Emiraten wohnhaft.