How can big data affect uncertainty in strategic decision-making?
Author
Morais Janeiro, Joao Henrique
Term
4. term
Publication year
2018
Submitted on
2018-07-31
Pages
92
Abstract
Denne teoretiske afhandling undersøger, hvordan big data kan påvirke usikkerhed i strategiske beslutninger, særligt i en international markedsføringskontekst. Gennem et litteraturstudie, der sammenstiller forskning om strategisk beslutningstagning og big data, analyseres beslutningsprocesens faser for at identificere, hvor usikkerhed opstår, og i hvilket omfang big data-værktøjer kan reducere den. En kritisk teoretisk analyse danner grundlag for et konceptuelt rammeværk og anbefalinger til ledere. Resultaterne peger på, at big data har potentiale til at reducere usikkerhed i flere faser af den strategiske beslutningsproces, men at teknologierne samtidig indfører nye former for usikkerhed, som kan påvirke valg og vurderinger. Afhandlingen foreslår derfor en omhyggelig evaluering af, hvordan big data integreres i organisationer for at udnytte deres fulde potentiale.
This theoretical thesis examines how big data affects uncertainty in strategic decision-making, particularly within international marketing. Through a literature review that combines research on strategic decision-making and big data, it analyzes the stages of the decision process to identify where uncertainty arises and the extent to which big data tools can reduce it. A critical theoretical analysis informs a conceptual framework and managerial recommendations. The findings indicate that big data can reduce uncertainty across several stages of the strategic decision process, but also introduces uncertainties inherent to these technologies that may shape choices and judgments. The thesis therefore recommends careful evaluation of how big data is incorporated in organizations to realize its full potential.
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