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Architecting and Developing Big Data-Driven Innovation (DDI) in the Digital Economy

OAI: DOI: 10.4018/JGIM.2021050107
Published by: IGI Global


To revamp with new creative age characterized by ongoing digital transformation, more and more industries are capitalizing on digital innovation for their sustainable business growth. Drawing on a systematic literature review, thematic analysis, and using the theories of dynamic capabilities and market orientation, this research scrutinizes a systematic process for developing analytics-based data-driven innovation (DDI). Findings suggest a standardized seven-step process for DDI, including product conceptualization, data acquisition, data refinement, data storage and retrieval, distribution, presentation, and market feedback.