Big Data in Small Business

Data-Driven Growth in Small and Medium-Sized Enterprises

Inbunden, Engelska, 2021

AvCarsten Lund Pedersen,Adam Lindgreen,Thomas Ritter,Torsten Ringberg

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This important book considers the ways in which small and medium-sized enterprises (SMEs) can thrive in the age of big data. To address this central issue from multiple viewpoints, the editors introduce a collection of experiences, insights, and guidelines from a variety of expert researchers, each of whom provides a piece to solve this puzzle.Contributions address the limitations faced by SMEs in their access to data and demonstrate that the key to overcoming this issue is to be aware of these limitations, to work within them, and to use them to think creatively about how to overcome obstacles in new ways. They discuss Artificial Intelligence, revenue blueprinting, GDPR compliance, and other key topics related to the relationships between SMEs and data. Offering ideas to inspire big data-driven success by SMEs making smaller investments, the book argues that there must be a place for “ordinary” data-driven journeys that are available to firms of any size.Stimulating further thought and action, Big Data in Small Business will be of great interest to academics, researchers, and practitioners in areas such as strategic management, organizational and innovation studies, marketing, and sales. The ideas and information in this book will help fill knowledge gaps related to important aspects of capabilities, functions, and transformations of big data that drive business growth.

Produktinformation

Utgivningsdatum2021-09-24
Mått169 x 244 x undefined mm
FormatInbunden
SpråkEngelska
FörlagEdward Elgar Publishing Ltd
ISBN9781839100154

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Contents:Introduction 1Carsten Lund Pedersen, Adam Lindgreen, Thomas Ritter and Torsten RingbergPART I FOUNDATIONS: GETTING THE BASICS RIGHT1 Building small business utopia: how artificial intelligence and Big Datacan increase small business success 11Karen G. Mills and Annie V. Dang2 GDPR compliant processing of big data in small business 27Jan Trzaskowski3 Big Data and SMEs 40Vania Sena and Sena OzdemirPART II CAPABILITIES: GETTING DIGITIZATION RIGHT4 Value-creation for Industry 4.0 and SMEs’ data-driven growth:strategies and resource alignment 64Bieke Struyf, Wouter Van Bockhaven and Paul Matthyssens5 Analyzing and developing digitization capabilities for data-drivenprojects in SMEs 104Carsten Lund Pedersen and Thomas Ritter6 How a glass-processing SME developed its big data competence 117Joel Mero, Heikki Karjaluoto and Tanja Tammisalo7 Big data in and for small business: data excellence in SMEs throughengagement in university partnerships 129Shirley Y. ColemanPART III FUNCTIONS: GETTING ALL BUSINESS AREAS INTO BIGDATA MODE8 Capitalizing on human capital analytics in small and medium-sized enterprises 146Frederikke Amalie La Cour Nygaard and Dana Minbaeva9 How experimental data can optimize e-learning 164Camilla Nellemann and Torben Pedersen10 How do big data impact business market relationships? 174Poul Houman Andersen11 Revenue blueprinting: identifying growth potential using customer dataand customer insights 193Henrik Andersen and Thomas RitterPART IV TRANSFORMATIONS: GETTING THERE THE RIGHT WAY12 Transforming small and medium-sized enterprises (SMEs) to digitallyenabled landscapes 211Bård Tronvoll, Christian Kowalkowski and David Sörhammar13 Facilitating big data transformation in Danish SMEs: insights for managers 228Pernille Rydén and Helle RootzénIndex