Christian Dremel1, Jochen Wulf1, Annegret Maier2, Walter Brenner1
1Institute of Information Management, University of St. Gallen, Mueller-Friedberg-Strasse 8, 9000, St. Gallen, Switzerland
2Audi AG, 85045, Ingolstadt, Germany
Tóm tắt
“Understanding the value and organizational implications of big data analytics: the case of AUDI AG” presents the case of AUDI AG and its attempts to implement big data analytics in its organization. The case highlights the situation of an original equipment manufacturer (OEM) in the automotive industry and the potentials and challenges the emerging technology big data analytics may entail for such organizations. The case tries to help students to grasp the technical characteristics, the value, and organizational implications of big data analytics as well as the distinct types of analytics services. The case is presented through the eyes of Hortensie, an aspiring manager at AUDI, who gained strong interest in the phenomenon of big data analytics and received the task to position it within AUDI. To ramp up the topic big data analytics, AUDI is engaging with industry and design experts as well as an external consultancy ITConsult.
Từ khóa
Tài liệu tham khảo
Davenport T.H., 2007, Competing on Analytics: The New Science of Winning
