Prethodno priopćenje
THE ROLE OF BIG DATA IN USER ORIENTED DIGITAL TRANSFORMATION
Ana Kutnjak
orcid.org/0000-0003-1713-3582
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Sažetak
The changing demands of users encourage organizations to adapt their usual ways of doing business, thus increasing the significance of digital transformation. Digital transformation includes the following determinants: strategy orientation, customer centricity, technical, technological (ICT) and process infrastructure, talent, capability and capacity strengthening, as well as innovation culture and organizational commitment. It is based on the innovative application of digital technologies that enable efficient management of user requirements, leading to the need to improve products, services, processes, and/or business models of organizations.
User activities through digital technologies such as digital platforms, social networks, mobile devices, and many others generate large sets of data. This data enables a better understanding of user needs and, consequently, an appropriate and timely reaction from organizations, aligned with user requirements. Adequate management of collected user data can contribute to accelerated digital transformation and improvement of organizational competitiveness in an increasingly dynamic and challenging market.
This research emphasizes the collection, use, and management of big data by organizations in order to improve the user experience and adapt more easily to user demands. Since customer centricity is one of the fundamental determinants of digital transformation, the research provides management implications for digital transformation driven by big data, with the aim of directing organizational activities towards the user.
Ključne riječi
digital transformation; digital transformation determinants; customer centricity; big data
Hrčak ID:
329007
URI
Datum izdavanja:
6.3.2025.
Posjeta: 532 *