What is Effective Use of Big Data? The Consensual Definition of Effective Use of Big Data

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Big Data has attracted significant attention in recent years due to its potential. The use of Big Data is believed to be another source of competitive advantage for organizations. A leading organization in the future is an organization that can use Big Data effectively. However, what constitutes effective use of Big Data remains elusive and evidence suggests that most Big Data projects fail to deliver on their expectations and that executives are slow to adopt Big Data. Existing Engineering Management and Information Systems research have explored effective use in a variety of contexts; however, it is yet to specifically consider the unique characteristics of Big Data. Accordingly, there is a need for rigorous study on what the core of the concept of effective use of Big Data. The aim of the study is to understand better the effective use of Big Data. A multiple case studies approach is followed in the investigation. Eight organizations from private and public organizations were investigated. Data were gathered primarily using semi-structured interviews and through document analysis. The study results show the core of the concept of effective use of Big Data.