![]() ![]() ![]() Innovations in digital technologies have created more connected marketing environment that is more engaging and consequently more difficult for organisations to comprehend and achieve their goals. ![]() Particular benefits which have already been achieved by competitors in the same industry by applying BDA may be an important trigger for a company to consider implementing their own BDA.Ĭontribution & Value Added: The originality of the article stems from the comprehensive analysis of benefits of BDA resulting in the conceptualisation of Big Data driven competitive advantage.īusiness systems are competing in the economy that is awash in hyper-competition, and the markets are changing faster than marketing. However, a certain level of managerial awareness is required first in order to implement such a solution. If one wants to achieve a competitive advantage, then BDA constitutes an important potential solution. Implications & Recommendations: The results have practical implications as they identify the importance and a possible application of BDA for companies from different industries. These include product quality, risk reduction, and a customer Research Design & Methods: The method used in the article is a comprehensive literature review including theories of competitive advantage and relations existing on the Consumer-to-Business market including BDA.įindings: The conducted research indicates the particular benefits as a result of using BDA, but also conceptualises and proposes three main general sources of competitive advantage that BDA affords. ![]() which stem from the usage of Big Data Analysis (BDA), and secondly to conceptualise main general sources of competitive advantage that BDA affords. Objective: The main aim of the article is two-fold: firstly, to indicate the benefits to companies. ![]()
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