BIG DATA ANALYTICS COMO RECURSO INTANGIBLE GENERADOR DE VALOR EN LA INDUSTRIA DEL RETAIL: CASO DE ESTUDIO OXXO
DOI:
https://doi.org/10.29105/vtga6.1-556Keywords:
Big Data Analytics, OXXO, Recursos intangibles, RetailAbstract
Big Data Analytics has helped the retail industry to
create business strategies based on the knowledge
generated by each purchase.
The overall objective of this research is to
understand the challenges that the retail industry
faces in trying to implement Big Data Analytics for
value generation. The company OXXO was
analyzed as a case study.
This research is based on the resource-based view
(Wernerfelt, 1984), the Theory of Company
Growth (Penrose, 1959) and the model of "The
158
formation and value of technology resources"
proposed by Wade and Nevo (2010).
It was found that OXXO has NOT achieved a
correct synergy between Big Data Analytics and its
organizational resources, because it has four
challenges in the implementation of Big Data
Analytics, these are: the lack of communication
between departments, lack of standardization in
processes , human factor and the scope that the
technological tool can have.
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