The Long Game

Abstract

This paper brings a new perspective to knowledge by focusing on the application and exploitation of big data in two UK companies providing, respectively, online and branch retail services. The companies innovatively exploited the data that were generated by new internet technologies to improve business performance. The findings from both case study examples show that benefits do not come simply by adopting technology, but when people think creatively to exploit the potential benefits of ITC. The conclusion drawn is that the realisation of the 'universal benefits' of technological innovation does occur, but not necessarily until the hype has subsided. The paper demonstrates that there is opportunity to create sustainable competitive advantage through the application of ITC although the social, technological, and human challenges of managing technology have to be appreciated and managed. These implications need to be appreciated and if true long-term advantage is to be achieved.