Understanding the value and organizational implications of big data analytics: the case of AUDI AG
Journal
Journal of information technology Teaching Cases
ISSN
2043-8869
Type
journal article
Date Issued
2018-04-13
Author(s)
Abstract
“Understanding the value and organizational implications of big data analytics: the case of AUDI AG” presents the case of AUDI AG and its attempts to implement big data analytics in its organization. The case highlights the situation of an original equipment manufacturer (OEM) in the automotive industry and the potentials and challenges the emerging technology big data analytics may entail for such organizations. The case tries to help students to grasp the technical characteristics, the value, and organizational implications of big data analytics as well as the distinct types of analytics services. The case is presented through the eyes of Hortensie, an aspiring manager at AUDI, who gained strong interest in the phenomenon of big data analytics and received the task to position it within AUDI. To ramp up the topic big data analytics, AUDI is engaging with industry and design experts as well as an external consultancy ITConsult.
Language
English
HSG Classification
contribution to practical use / society
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
Palgrave Macmillan
Publisher place
Basingstoke
Division(s)
Eprints ID
254084