Review article

DIGITAL RUBICON AND THE BIG DATA PARADIGM

Aleksandra Krajnović ; Sveučilište u Zadru, Odjel za ekonomiju, Splitska 1, 23000 Zadar, Hrvatska
Lara Žilić ; Sveučilište u Zadru, Odjel za ekonomiju, Splitska 1, 23000 Zadar, Hrvatska
Ante Panjkota ; Sveučilište u Zadru, Odjel za informacijske znanosti, Ul. dr. F. Tuđmana 24i, 23000 Zadar, Hrvatska

Abstract

The paper explores the Big Data paradigm in the context of the 'Digital Rubicon', ie the current profound social transformations caused by digitalization and globalization, driven by the COVID-19 virus pandemic and the global crisis. The paper aims to prove that modern technology leads to organizational transformations, on the example of Big Data technology. Specifically, it will be shown that Big Data technology leads to transformational rather than incremental changes in an organization. The paper also questions the role of man in a high-tech society and the human-machine relationship (lifeware and humanware versus hardware and software) in the context of Wiener's 'man in the loop' thesis. The paper brings practical implications in terms of the need for systematic changes in the concept of marketing management, but also indicates that the transitional phase of the so-called tradigital marketing, where new technology is applied within traditional business models, cannot lead to success. Thus, radical, structural changes are needed, and it is a new paradigm that leads to marketing with strong social engagement and social interactions. The authors therefore also question the possibility of a turn towards social marketing, transformational marketing and brand purpose. It is concluded that new technology is not just a mere (new) management tool, it is a social process, as well as a change of management attitude (mindset) and acceptance of transformational changes in the conditions of the so-called 'new normal'.

Keywords

Digital Rubicon; Big Data paradigm; tradigital marketing; man in a loop; transformational changes

Hrčak ID:

275581

URI

https://hrcak.srce.hr/275581

Publication date:

15.3.2022.

Article data in other languages: croatian

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