I denna uppsats analyseras fem mjukvaruverksamheter om hur de tolkar och hur de skapar värde i sina mjukvaruprocesser. Analysen tar upp hur modellen Software Value Map kan användas som hjälpmedel för olika besluttaganden vid värdeskapande. Syftet är att förstå hur olika beslutstagande påverkar värde utfallet i varje leverans och produkt. I uppsatsen söks svaret på hur de lokala företagen tolkar och levererar värde idag. Genom att studera ekonomi- och beslutsteorier förstår vi vilken betydelse och påverkan dessa har i värdeskapandet när produkter utvecklas. Resultatet av denna studie visar att de lokala företagen prioriterar kundbaserade värdeaspekter för att generera värde. Det visar sig även finnas likheter och skillnader om företagens personal och hur företagen värdesätter olika aspekter som genererar värde. / This thesis searches for the answer of how five companies interpret and deliver value in their software processes. The analysis uses the Software Value Map model that can be used as a tool for decision making in value creation. The purpose is to understand how different decisions affect the value of each delivery and product. By studying economics and decision theories, we understand the importance and impact they have in value creation when products are developed. The result of this study shows that local businesses prioritize customer-based value aspects to generate value. There are also similarities and differences in staff and how companies value different aspects that generate value.

Background: Big data analytics has been referred to as a hype the past decade, making manyorganizations adopt data-driven processes to stay competitive in their industries. Many of theorganizations adopting big data analytics use agile methodologies where the most importantoutcome is to maximize business value. Multiple scholars argue that big data analytics lead toincreased business value, however, there is a theoretical gap within the literature about how agileorganizations can capture this business value in a practically relevant way. Purpose: Building on a combined definition that capturing business value means being able todefine-, communicate- and measure it, the purpose of this thesis is to explore how agileorganizations capture business value from big data analytics, as well as find out what aspects ofvalue are relevant when defining it. Method: This study follows an abductive research approach by having a foundation in theorythrough the use of a qualitative research design. A single case study of Nike Inc. was conducted togenerate the primary data for this thesis where nine participants from different domains within theorganization were interviewed and the results were analysed with a thematic content analysis. Findings: The findings indicate that, in order for agile organizations to capture business valuegenerated from big data analytics, they need to (1) define the value through a synthezised valuemap, (2) establish a common language with the help of a business translator and agile methods,and (3), measure the business value before-, during- and after the development by usingindividually idenified KPIs derived from the business value definition.