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The increasing use of “big data” -- large, multi-dimensional and quickly-changing datasets -- prompted this research, depth interviews that explore how big data affect organizations or even society at large. Examples include one firm now selling data on oil well flow to the well owners, but considering giving it away instead and selling analytics that flag danger signs using 18 years of archival data. The authors conclude that even small firms will find opportunities in big data, likely using consultants rather than employing specialists, and that business as usual will – and should – shift to more creative data usage.

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Betsy Gelb

Betsy Gelb

Bauer College of Business at the University of Houston

Betsy Gelb is the Marvin Hurley Professor of Marketing & Entrepreneurship in the Bauer College of Business at the University of Houston. Her Ph.D. is from the University of Houston, in Management. She teaches the course “Books an MBA Should Read,” and also...

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Deva Rangarajan

Deva Rangarajan

Ball State University

Deva Rangarajan is an Associate Professor of Marketing and Director of the Center for Professional Selling at Ball State University. He has a Ph.D. in Marketing from the University of Houston. He has co-authored on articles in the domain of marketing, sales, and...

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Heli Hallikainen

Heli Hallikainen

University of Eastern Finland

Heli Hallikainen is a Project Researcher at the University of Eastern Finland Business School. She has published, for example, in International Journal of Information Management and Journal of Retailing and Consumer Services and presented her research at several...

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Tommi Laukkanen

Tommi Laukkanen

University of Eastern Finland

Tommi Laukkanen is a Professor of Marketing at the University of Eastern Finland Business School. He has published around 50 peer-reviewed international scientific articles in business and information management journals, including Journal of Business Research, Tourism...

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