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Big data analytics as a dynamic capability to enhance customer value management for sustainable competitive advantage
Mini Dissertation (MBA)--University of Pretoria, 2020.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2021
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| _version_ | 1867613458807128064 |
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| access_status_str | Open Access |
| author2 | Petzer, Danie |
| author_browse | Petzer, Danie |
| author_facet | Petzer, Danie |
| collection | Thesis |
| dc_rights_str_mv | © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2020. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/79645 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:28.597Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/79645 Big data analytics as a dynamic capability to enhance customer value management for sustainable competitive advantage Petzer, Danie ichelp@gibs.co.za Qwabe, Abongile UCTD Mini Dissertation (MBA)--University of Pretoria, 2020. Big data analytics is unlocking business value by allowing data-driven decision making and enhanced responsiveness. Moreover, competencies in big data analytics are considered important in understanding market behaviour and adding to differentiation. However, despite this promise, it is still uncertain how big data analytics competency can be utilised as a dynamic capability to address an ever-changing environment. Absent is the strategic alignment, full embedment of the big data analytics competence in a manner appropriate to adapt, integrate, and reconfigure internal and external organisational skills, resources, and functional competencies to match the requirements of a changing environment. This study set out to uncover how big data analytics can be leveraged as a dynamic capability to enhance customer value management for a sustainable competitive advantage. Data was gathered through 15 semi-structured interviews with subject matter experts from South Africa’s four major mobile network operators. Analysis of the qualitative interview data provided insights into how mobile network operators are embedding big data analytics competencies to enhance customer value management, the factors contributing to the effectiveness of big data analytics competencies as a dynamic capability, and how big data analytics is used for differentiation and competitive advantage. This research confirmed that there is a deep understanding of the value big data analytics competencies holds for MNOs, however, human capital assets are also key to harnessing these competencies for competitive advantage. Interestingly, though, it was evident that the technology itself is ineffective and a key role is played by the human capital that handles this data to realise its value as a dynamic capability pt2021 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2021-04-22T10:33:26Z 2021-04-22T10:33:26Z 2021/04/14 2020 Mini Dissertation Qwabe, A 2020, Big data analytics as a dynamic capability to enhance customer value management for sustainable competitive advantage, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/79645> http://hdl.handle.net/2263/79645 en © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Big data analytics as a dynamic capability to enhance customer value management for sustainable competitive advantage |
| title | Big data analytics as a dynamic capability to enhance customer value management for sustainable competitive advantage |
| title_full | Big data analytics as a dynamic capability to enhance customer value management for sustainable competitive advantage |
| title_fullStr | Big data analytics as a dynamic capability to enhance customer value management for sustainable competitive advantage |
| title_full_unstemmed | Big data analytics as a dynamic capability to enhance customer value management for sustainable competitive advantage |
| title_short | Big data analytics as a dynamic capability to enhance customer value management for sustainable competitive advantage |
| title_sort | big data analytics as a dynamic capability to enhance customer value management for sustainable competitive advantage |
| topic | UCTD |
| url | http://hdl.handle.net/2263/79645 |