“…Embedding analytics and insights into processes and decision‐making routines is important (Bekmamedova & Shanks, ). However, according to the case studies, there are challenges to overcome in this area, such as lack of data‐driven organizational culture (Shen & Varvel, ; Dutta & Bose, ), missing analytics strategy, and lack of leadership (Phillips‐Wren & Hoskisson, ). - Innovation (blue—see online image). Big data was seen as an enabler for data‐driven innovation and faster innovation cycles (Amatriain, ; Jetzek, Avital, & Bjorn‐Andersen, ).
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