Yes / This paper brings a new perspective to knowledge by focusing on the application and exploitation of
big data in two UK companies providing, respectively, online and branch retailservices. The companies
innovatively exploited the data that were generated by new internet technologies to improve business
performance. The findings from both case study examples show that benefits do not come simply
by adopting technology, but when people think creatively to exploit the potential benefits of ITC.
The conclusion drawn is that the realisation of the ‘universal benefits’ of technological innovation
does occur, but not necessarily until the hype has subsided. The paper demonstrates that there is
opportunity to create sustainable competitive advantage through the application of ITC although
the social, technological, and human challenges of managing technology have to be appreciated and
managed. These implications need to be appreciated and if true long-term advantage isto be achieved.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/16847 |
| Date | 15 February 2019 |
| Creators | Matthias, Olga, Fouweather, Ian |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Article, Published version |
| Rights | © 2021, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Reproduced in accordance with the publisher's self-archiving policy. |
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