Big Data for Creating and Capturing Value in the Digitalized Environment: Unpacking the Effects of Volume, Variety, and Veracity on Firm Performance*
Big Data for Creating and Capturing Value in the Digitalized Environment: Unpacking the Effects of Volume, Variety, and Veracity on Firm Performance*
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DOI：
10.1111/jpim.12545
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发表时间：
2020-08-29
影响因子：
10.5
通讯作者：
McCarthy, Ian
中科院分区：
文献类型：
--
作者：
Cappa, Francesco;Oriani, Raffaele;McCarthy, Ian
尽管学术界和管理层对大数据有着浓厚的兴趣，但关于大数据如何影响企业长期绩效的研究却很少。造成这一差距的原因包括缺乏衡量大数据可用性及其影响的客观指标，以及研究倾向于忽视与收集和分析大数据相关的成本，假设大数据自动为企业带来好处。关注企业如何从关于客户的大数据中创造和获取价值，我们使用基于资源的观点和大数据的三个维度（即，数量、多样性和准确性），以了解收益何时大于成本。通过对移动终端应用程序下载量的研究发现，大数据量对企业绩效具有负向影响。这一结果表明，大数据本身的“大”并不能确保为企业创造价值，甚至可能构成大数据的“黑暗面”。由于大数据的多样性（以每个应用程序获取的信息类型的数量来衡量）缓和了大数据量的负面影响，同时大量和多样性的高价值使公司能够创造对他们的业绩产生积极影响的价值。此外，高水平的准确性（即，致力于大数据分析的员工比例很高）与通过价值捕获从大数据中受益的公司联系在一起。这些发现揭示了大数据对企业有益的情况，有助于更好地从理论上理解机遇和挑战，并为管理人员提供有用的指示。
Despite significant academic and managerial interest in big data, there is a dearth of research on how big data impacts the long-term firm performance. Reasons for this gap include a lack of objective indices to measure big data availability and its impact, and the tendency of studies to ignore the costs associated with collecting and analyzing big data, assuming that big data automatically delivers benefits to firms. Focusing on how firms create and capture value from big data about customers, we use the resource-based view and three dimensions of big data (i.e., volume, variety, and veracity) to understand when the benefits outweigh the costs. Relying on the number of downloads of mobile device applications, we find that volume of big data has a negative effect on firm performance. This result suggests that the "bigness" of big data alone does not ensure value creation for a firm, and could even constitute a "dark side" of big data. Because big data variety-measured as the number of types of information taken per each application-moderates the negative effects of big data volume, simultaneous high values of volume and variety allow firms to create value that positively affects their performance. In addition, high levels of veracity (i.e., a high percentage of employees devoted to big data analysis), are linked to firms benefiting from big data via value capture. These findings shed light on the circumstances in which big data can be beneficial for firms, contributing to a better theoretical understanding of the opportunities and challenges and providing useful indications to managers.