Although findings have been discussed in a sequence of steps, the study identifies them as interdependent and iterative.
Our findings illuminate the key steps in this decision process including problem definition, review of past findings, model development, data collection, data analysis as well as actions on insights in the context of service systems. This study, based on a systematic literature review, thematic analysis and qualitative interview findings, proposes a set of six-steps to establish both rigor and relevance in the process of analytics-driven decision-making. While the use of big data tends to add value for business throughout the entire value chain, the integration of big data analytics (BDA) to the decision-making process remains a challenge. This case study provides new insights into implementing O2O business model practices and big data applications effectively by companies worldwide. This case study provides a good example of how business value can be created in today’s age of big data. With the support of big data technology, Haier, the largest home appliance manufacturer in the world, has deployed the O2O business model very effectively, transforming the company from a traditional manufacturing commerce operation to a company undertaking Internet-based business. The goal of this study is to investigate how this new business model uses big data technology to explore and amass valuable customer resources.
The online-to-offline (O2O) business model has become the prevailing e-commerce business model in China. However, data sourcing remains a challenge for organizations seeking to adopt and implement new data technology for routine use, particularly in turbulent business environments. Big data provides firms with new opportunities to create business value.
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