Approaching a Data-Dominant Logic

Petra Kugler

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Big Data and Business Intelligence Information Technology Governance and Strategy Knowledge Management and Technology

Abstract

IntroductionThis paper introduces the construct of “data-dominant logic” (DDL). SMEs that aim to use data and adopt data science insights within their company currently lack this way of thinking. DDL is a hurdle for (established) companies that use data in their value creation process.Researchers agree that organizations and the prevailing rules of competition alike are

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1991Exploration and Exploitation in Organizational Learning 2003Evolving to a New Dominant Logic for Marketing 1986Organizational Culture and Leadership 2003Qualitative Inhaltsanalyse : Grundlagen und Techniken 2011Big data: The next frontier for innovation, competition, and productivity 1993Collective Mind in Organizations: Heedful Interrelating on Flight Decks 1983Concepts of Culture and Organizational Analysis 2013The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail

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