Big Data in Small Business

This important book considers the ways in which small and medium-sized enterprises (SMEs) can thrive in the age of big data. To address this central issue from multiple viewpoints, the editors introduce a collection of experiences, insights, and guidelines from a variety of expert researchers, each of whom provides a piece to solve this puzzle.

Contributions address the limitations faced by SMEs in their access to data and demonstrate that the key to overcoming this issue is to be aware of these limitations, to work within them, and to use them to think creatively about how to overcome obstacles in new ways. They discuss Artificial Intelligence, revenue blueprinting, GDPR compliance, and other key topics related to the relationships between SMEs and data. Offering ideas to inspire big data–driven success by SMEs making smaller investments, the book argues that there must be a place for “ordinary” data-driven journeys that are available to firms of any size.

Stimulating further thought and action, Big Data in Small Business will be of great interest to academics, researchers, and practitioners in areas such as strategic management, organizational and innovation studies, marketing, and sales. The ideas and information in this book will help fill knowledge gaps related to important aspects of capabilities, functions, and transformations of big data that drive business growth.

Contents:

Introduction 1
Carsten Lund Pedersen, Adam Lindgreen, Thomas Ritter and Torsten Ringberg

PART I FOUNDATIONS: GETTING THE BASICS RIGHT
1 Building small business utopia: how artificial intelligence and Big Data
can increase small business success 11
Karen G. Mills and Annie V. Dang
2 GDPR compliant processing of big data in small business 27
Jan Trzaskowski
3 Big Data and SMEs 40
Vania Sena and Sena Ozdemir

PART II CAPABILITIES: GETTING DIGITIZATION RIGHT
4 Value-creation for Industry 4.0 and SMEs’ data-driven growth:
strategies and resource alignment 64
Bieke Struyf, Wouter Van Bockhaven and Paul Matthyssens
5 Analyzing and developing digitization capabilities for data-driven
projects in SMEs 104
Carsten Lund Pedersen and Thomas Ritter
6 How a glass-processing SME developed its big data competence 117
Joel Mero, Heikki Karjaluoto and Tanja Tammisalo
7 Big data in and for small business: data excellence in SMEs through
engagement in university partnerships 129
Shirley Y. Coleman

PART III FUNCTIONS: GETTING ALL BUSINESS AREAS INTO BIG
DATA MODE
8 Capitalizing on human capital analytics in small and medium-sized enterprises 146
Frederikke Amalie La Cour Nygaard and Dana Minbaeva
9 How experimental data can optimize e-learning 164
Camilla Nellemann and Torben Pedersen
10 How do big data impact business market relationships? 174
Poul Houman Andersen
11 Revenue blueprinting: identifying growth potential using customer data
and customer insights 193
Henrik Andersen and Thomas Ritter

PART IV TRANSFORMATIONS: GETTING THERE THE RIGHT WAY
12 Transforming small and medium-sized enterprises (SMEs) to digitally
enabled landscapes 211
Bård Tronvoll, Christian Kowalkowski and David Sörhammar
13 Facilitating big data transformation in Danish SMEs: insights for managers 228
Pernille Rydén and Helle Rootzén

Index