We elaborate on key issues of our paper New games, new rules: big data and the changing context of strategy as a means of addressing some of the concerns raised by the paper's commentators. We initially deal with the issue of social data and the role it plays in the current data revolution. The massive involve--ment of lay publics as instrumented by social media breaks with the strong ex--pert cultures that have underlain the production and use of data in modern or--ganizations. It also sets apart the interactive and communicative processes by which social data is produced from sensor data and the technological recording of facts. We further discuss the significance of the very mechanisms by which big data is produced as distinct from the very attributes of big data, often discussed in the literature. In the final section of the paper, we qualify the alleged import--ance of algorithms and claim that the structures of data capture and the architec--tures in which data generation is embedded are fundamental to the phenomenon of big data.
Management strategy, organizations and societyBig data raises issues extending far beyond management strategy that forms the key subject of our original paper, published above. In different ways, Lynne Mar--kus and Youngjin Yoo put this view forward in their respective commentaries.We cannot but fully agree on this point. In fact, our own article concludes with a whole section (that is, Postscript on big data, human behaviour and management) in which we sought to outline some of the wider organizational and institutional