Title: Impacts of Data Analytics Use on Organizational Outcomes: A Resource Fit Perspective
Speaker: Professor Ofir Turel, California State University
Time: 3:00 – 5:00pm, April 6, 2017
Venue: Zhuanghui Hall, Building #12, Wushan Campus
Host: Department of Marketing, School of Business Administration
The use of data analytics tools has increased in many organizations, including for marketing purposes. The potential value that could be created through data analytics use is one of the key motivations for firms to invest in such technologies and processes. However, there is limited understanding of the mechanisms that help such tools to increase organizational agility (ability to respond faster to market changes and changes in consumer preferences) and ultimately generate performance gains. This study untangles the black box between the use of data analytics, agility, and performance gains. Specifically, grounded in the resource-based view of the firm and fit perspectives, this study examines how the fit between data analytics tools and key relevant firm elements (i.e. data, user capabilities, and tasks involving data analytics) as well as firm agility drive organizational performance gains due to the use of data analytics. The findings based on a PLS model applied to survey data from 215 CIOs suggest that: (i) data analytics use, agility and fit drive performance gains, (ii) the mere use of data analytics does not significantly impact firm agility; this relation is moderated by the fit between data analytics tools and key relevant firm elements, and (iii) the fit between data analytics tools and key relevant firm elements increases firm agility. These results imply that data analytics use generates meaningful agility and ultimately performance gains tasks. In contrast, when the fit dimensions are low, data analytics actually slows down organizations. Ultimately, this study advances our understanding of the value of data analytics and the theoretical mechanisms through which such tools can improve organizational performance. It demonstrates that the mere use of data analytics is not a silver bullet solution that guarantees performance gains and that fit is a focal concept that researchers and practitioners should focus on.
Introduction to the Speaker:
Dr. Turel is a professor of Information Systems and Decision Sciences at the College of Business and Economics, California State University, Fullerton, and a Scholar in Residence at the Brain and Creativity Institute, Department of Psychology at the University of Southern California (USC). His research interests include a broad range of behavioural and managerial issues in various information systems contexts. He has published over 60 articles in journals such as MIS Quarterly, Journal of MIS, MIT Sloan Management Review, Communications of the ACM, European Journal of IS, Information Systems Journal, Information & Management, and others