Purpose

Big data analytics (BDA) is becoming a strategic tool to harness data to achieve business efficiencies. While business-to-customer organizations have adopted BDA, its adoption in business-to-business (B2B) has been slow, raising concerns about the lack of understanding of the need to adopt BDA. Little knowledge exists on the subject and the purpose of this study is to examine BDA adoption needs among B2B organizations.

Design/methodology/approach

A systematic literature review (SLR) following the six-step SLR guidelines of Templier and Paré (2015) involved 1,051 articles, which were content analyzed.

Findings

The authors offer two-pronged findings. First, on the basis of the SLR, the authors develop a new four-category classification scheme of needs to adopt BDA and present a consolidated review of the current knowledge base along with these categories (i.e. innovation, operational efficiency, customer satisfaction and digital transformation). Second, underpinned by the theory of organizational motivation and literature evidence, the authors develop propositions and a corresponding model of BDA adoption needs. The authors show that BDA adoption among B2B organizations is driven by the need to augment customer lifetime value, champion the change, improve managerial decision cycle-time, tap into social media benefits and align with market transformation.

Research limitations/implications

The results facilitate theory development as the study creates a new classification scheme of needs and a model of needs to adopt BDA in large B2B organizations.

Practical implications

The findings will serve as a guideline framework for managers to examine their BDA adoption needs and strategize its adoption.

Originality/value

The study develops a new four-category classification scheme for understanding B2B organizations’ needs to adopt big data analytics. The study also develops a new model of needs which will serve as a stepping stone for the development of a theory of needs of technology adoption.

中文翻译：

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检查在 B2B 组织中采用大数据分析的需求：命题和需求模型的发展

目的

大数据分析 (BDA) 正在成为利用数据实现业务效率的战略工具。虽然企业对客户组织已采用 BDA，但其在企业对企业 (B2B) 中的采用速度缓慢，这引发了人们对缺乏对采用 BDA 必要性的了解的担忧。关于该主题的知识很少，本研究的目的是检查 B2B 组织中 BDA 的采用需求。

设计/方法/方法

遵循 Templier 和 Paré (2015) 的六步 SLR 指南的系统文献综述 (SLR) 涉及 1,051 篇文章，并对其进行了内容分析。

发现

作者提供了两个方面的发现。首先，在 SLR 的基础上，作者开发了一个新的四类需求分类方案，以采用 BDA，并根据这些类别（即创新、运营效率、客户满意度和数字化转型）对当前知识库进行综合审查。 ）。其次，在组织动机理论和文献证据的支持下，作者提出了 BDA 采用需求的命题和相应的模型。作者表明，B2B 组织采用 BDA 的原因是需要增加客户终身价值、支持变革、改进管理决策周期、利用社交媒体优势并与市场转型保持一致。

研究限制/影响

结果促进了理论发展，因为该研究创建了一个新的需求分类方案和一个在大型 B2B 组织中采用 BDA 的需求模型。

实际影响

调查结果将作为管理人员检查其 BDA 采用需求并为其采用制定战略的指导框架。

原创性/价值

该研究开发了一个新的四类分类方案，以了解 B2B 组织采用大数据分析的需求。该研究还开发了一种新的需求模型，它将作为技术采用需求理论发展的垫脚石。