Article Review 4:

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Instructions for Article Review 4

Table of Contents Article Review 4 ............................................................................................................................. 2

Tips for reading this article ............................................................................................................. 2

What is not required .................................................................................................................... 2

Formatting instructions: How to format your review essay............................................................ 2

Structure of your review essay ........................................................................................................ 3

1. Introduction ............................................................................................................................. 3

2. Summary .................................................................................................................................. 3

3. Practical implications .............................................................................................................. 3

4. Conclusion ............................................................................................................................... 4

References ................................................................................................................................... 5

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Article Review 4 Everywhere we go, everything we say, everything we buy leaves a digital trace that is recorded

and stored. In this big data era, it is important for enterprises to derive values from big data to

create competitive advantage and pull away from their competitors. McAfee & Brynjolfsson

(2012) found that data-driven companies are, on average, 5% more productive and 6% more

profitable than their competitors. However, merely having more or better data does not guarantee

the success of big data deployment. Chen, Schutz, Kazman, & Matthes (2017) investigated how

Lufthansa has managed big data pipeline and discovered big data value, and found Business-IT

alignment as the success factor of big data adoption at Lufthansa.

Becoming a data-driven organization is a complex and significant challenge for managers. In

addition, while firms often tend to consider and tackle big data and analytics as an IT department

issue, it extends far beyond this. Organizations need to “strategically align” all resources to

tackle this issue systematically (Vidgen, Shaw, & Grant, 2017). This week’s article by Chen et

al. (2017) will help you draw practical insights into how to leverage big data to create business

value.

Learning Objectives of Article review 4:

 Discuss how big data and analytics can help organizations create business value.

Tips for reading this article I recommend you start making notes on terms such as big data, four characteristics of big data,

internal data, external data, (traditional) relational data warehouse, NoSQL databases, Hadoop to

enhance your understanding of the article.

What is not required This is NOT a research methodology course. This means that this article review assignment does

NOT require you spend significant space on research methodologies the authors used.

Formatting instructions: How to format your review essay 1. Provide at least 1” margins, at least 12-point font, and at least 1.15-line spacing.

2. Number all the pages.

3. Length: The maximum length of the essay is 4 pages, excluding references.

4. Use headings and sub-headings.

5. Have three paragraphs in Section 3.

6. Place references at the end of your review essay.

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Structure of your review essay Your review essay should have the following four sections. Use headings for all sections. Below

I provide the body of text you should write in each section.

1. Introduction A good introduction encourages readers to read your essay with great interest and prepares them

to understand it better. You want to establish common ground, a shared understanding between

reader and you about the topic you will write in the following sections. Then, you will concisely

introduce what the focused topic is, and how your essay is organized to inform readers. This

section is usually a single paragraph. Do NOT place the summary in the introduction and

conclusion sections. If you do so, the level of achievement will be lowered.

2. Summary Assume that you are giving someone who has never read the article enough detail so that they

could have a summary of the article. Your summary should NOT be a mere copy of paragraph or

the bulk of quotes from the article. You should provide a concise, comprehensive summary in

your own words. In this section, please show me that you really read and comprehended the

article at a level where you can cogently cover the most important parts succinctly.

3. Practical implications In this section, you should provide practical implications about how you would deploy big data

and analytics as a manager. Big data deployment is not merely a technical issue but demands

alignment among business, organizational, and technological dimensions of the strategy triangle

(Vidgen et al., 2017). In this section, you should discuss how you would achieve alignment

among these three dimensions to create business value from big data deployment. This section

should have three paragraphs as follows.

In the first paragraph, from a business perspective, you should 1) identify a particular use case

that employs big data and analytics to create business value in the context of your organization,

and 2) discuss how that use case can create business value in the context of your organization.

You can find the example of use cases in this week’s article by (Chen et al., 2017).

In the second paragraph, you should state how you would develop the organizational dimension

which supports the use case you proposed. For instance, you can think about how you would

cultivate data-driven culture, and facilitate such a change. You can consider introducing a new

incentive system to reward employees who demonstrate data analytics capabilities. Other factors

you can consider include how to structure data analytics team to promote cross-functional

cooperation and organizational agility.

In the third paragraph, you should state how you would lay out technological infrastructure

components. Our textbook (Pearlson, Saunders, & Galletta, 2016) lists four categories of

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software tools typically used for business analytics (see p.266). You should pick one of those

four categories, name specific software products, and discuss how the software products support

your use case to create business value. The tools can be an enterprise product or open source

product. In doing so, you would need to consider data requirements and the value you want to

create from data.

4. Conclusion You wrap up your review. State overall contributions of the article, theoretically and practically.

You should also write what more you would like to know. This section is usually a single

paragraph.

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References Chen, H.-M., Schutz, R., Kazman, R., & Matthes, F. (2017). How Lufthansa Capitalized on Big Data for

Business Model Renovation: MIS Quarterly Executive, 16(1), pp.19-34.

McAfee, A., & Brynjolfsson, E. (2012, October 1). Big Data: The Management Revolution. Harvard

Business Review. Retrieved from https://hbr.org/2012/10/big-data-the-management-revolution

Pearlson, K., Saunders, C., & Galletta, D. (2016). Managing and Using Information Systems: A Strategic

Approach, 6th Edition (6th ed.).

Vidgen, R., Shaw, S., & Grant, D. B. (2017). Management challenges in creating value from business

analytics. European Journal of Operational Research, 261(2), 626–639.

https://doi.org/10.1016/j.ejor.2017.02.023