Brave New World 2.0? How Big Data Affects Managerial Decision-Making in Marketing
Type
conference paper
Date Issued
2017
Author(s)
Abstract (De)
Digitalization has generated massive amounts of available data sources. Consequently, firms aim to exploit this additional value. Potential negative consequences of Big Data for companies have not been examined yet – neither in practice nor in research. Ad-dressing this research gap, the current investigation first uncovers unfavorable manage-rial outcomes and behaviors generated by Big Data. The results from an experiment (study 1) show that executives tend to blindly rely on Big Data even in a domain where this may be misleading (i.e., innovation management). Interestingly, this relationship seems to be particularly evident for top managers. A second study not only replicates the findings in a correlational setting but beyond sheds light on its mechanism. Big Data is found to activate executives’ promotion focus leading them to become less defensive and more reckless in their decision behavior. Implications for research and practice as well as limitations are further discussed.
Language
English
HSG Classification
contribution to scientific community
Publisher
European Marketing Academy (EMAC), Annual Conference
Publisher place
Groningen, Netherlands
Event Title
European Marketing Academy (EMAC), Annual Conference
Event Location
Groningen, Netherlands
Subject(s)
Division(s)
Eprints ID
251148