Strategic Alignment and Data-Oriented Culture in Effective Management of Big Data

Year 2020, Autumn, 63 - 76, 18.12.2020

Tuğba Karaboğa Cemal Zehir

https://doi.org/10.21733/ibad.717117

Cited By: 1

Abstract

Towards the end of the 2000s, the interest in big data has also increased in the management field as in many other areas. The widespread use of big data has been accepted as a major revolution in the management field. Many businesses around the world have aimed to increase their performance by investing in big data. According to the researches carried out in this direction, although some enterprises have become succesful in big data initiatives, the majority of the enterprises have failed in big data investments. Studies conducted on a global scale have shown that supporting large data investments only with technological infrastructure and highly qualified employees are not enough to achieve high performance. The main critical point that brings success to businesses in big data initiatives is the ability of companies in managing big data. In the literature reviews, it is undesrtood that the failure to integrate big data strategies with business strategies and the lack of a data-oriented culture are the two biggest causes of failure in big data initiatives of companies. In this study, a road map is proposed with an emphasis on the importance of harmonizing big data strategies with business strategies and creating a data-oriented culture in order to achieve high success in big data investments. Also, some suggestions were given to companies to achieve strategic and cultural harmony based on the studies in the literature.

Keywords

Big data, big data analytics

Büyük Verinin Etkin Yönetiminde Stratejik Uyum ve Veri Odaklı Kültür

Abstract

2000’li yılların sonlarına doğru büyük veriye ilgi her alanda olduğu gibi yönetim alanında da artmıştır. Büyük veri kullanımının yaygınlaşması yönetim alanında büyük bir devrim olarak kabul edilmiştir. Dünya çapında birçok işletme büyük veri yatırımları yaparak performanslarını arttırmayı amaçlamıştır. Bu doğrultuda yapılan araştırmalara göre bazı işletmeler büyük veri girişimlerinde başarılı olurken işletmelerin büyük çoğunluğu büyük veri yatırımlarından planladıkları sonucu elde edemeyerek başarısız olmuştur. Küresel ölçekte yapılan çalışmalar, büyük veri yatırımlarını sadece teknolojik altyapıyla ve analitik bilgisi yüksek nitelikli çalışanlarla desteklemenin yüksek performans elde etmek için yeterli olmadığını göstermiştir. İşletmelere büyük veri girişimlerinde başarıyı getiren asıl kritik husus ise şirketlerin büyük veriyi yönetebilme kabiliyetleridir. Yapılan literatür incelemelerinde, büyük veri stratejilerinin işletme stratejileriyle entegrasyonunun sağlanamaması ve veri odaklı kültürün olmayışı şirketlerin büyük veri girişimlerinin başarısızlıkla sonuçlanmasında etkili olan en büyük iki unsur olarak yer almaktadır. Bu çalışmada işletmelerin büyük veri yatırımlarında yüksek başarı elde edebilmesi için büyük veri stratejilerinin işletme stratejileriyle uyumlaştırılması ve veri odaklı bir kültür oluşturulmasının önemine vurgu yapılarak bir yol haritası önerilmiştir. Ayrıca, literatürdeki çalışmalardan hareketle işletmelerin stratejik ve kültürel uyumu gerçekleştirebilmesi için nelere dikkat etmesi gerektiğiyle ilgili önerilerde bulunulmuştur.

Keywords

Büyük veri, büyük veri analitiği, stratejik uyum, veri odaklı kültür

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