Climate of Data-driven Innovation Within E-business Retail Actors

Abstract

Even though contemporary practice within e-business retailing demonstrates knowledge on how to collect and process big data, e-businesses have a hard time with the organizational mind-set to focus on data-driven innovation. In this perspective paper the author analyses an action-research study from a Swedish e-business retail actor, and explores how to change the mind-set to focus on data-driven innovation, and identifies the results from such a change. With a rich empirical data, the author demystifies the rather complex view of data-driven innovation within e-business firms, and describes how data analytics helped improve new processes and stimulated a data-driven decision making climate. The study shows climate can be changed if deploying socio-technical resources, but also creativity and team spirit.