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Big Data viewed through the lens of management fashion theory

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  • Dag Øivind Madsen
  • Tonny Stenheim

Abstract

Big Data (BD) is currently one of the most talked about management ideas in the business community. Many call it the “buzzword of the day.” In books and media articles, BD has been referred to as a “revolution” and “new era.” There is lots of optimistic and upbeat rhetoric surrounding BD. This has led some to question whether BD is a hyped-up management fashion. In this paper, the BD phenomenon is viewed through the lens of management fashion theory. Management fashion provides an analytical lens which can be used to analyze the supply and demand side forces shaping the emergence and evolution of BD. The analysis shows that BD emerged in the late 1990s, gained momentum during the mid-2000s and legitimacy in the late 2000s, and enjoyed an almost meteoric rise in popularity in 2011 and 2012. Moreover, the analysis shows that BD currently is a very popular and highly contagious management idea exhibiting several hallmarks of a management fashion. At the same time, evidence suggests that it may be of a longer duration and not just another transient management fashion or fad. The findings have several implications for the study of the BD phenomenon and more generally, management and IT fashions.

Suggested Citation

  • Dag Øivind Madsen & Tonny Stenheim, 2016. "Big Data viewed through the lens of management fashion theory," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1165072-116, December.
    • Handle: RePEc:taf:oabmxx:v:3:y:2016:i:1:p:1165072
    DOI: 10.1080/23311975.2016.1165072
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    References listed on IDEAS

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    1. Dag Øivind Madsen & Kåre Slåtten, 2015. "The Balanced Scorecard: Fashion or Virus?," Administrative Sciences, MDPI, vol. 5(2), pages 1-35, June.
    2. Dag Øivind Madsen & Kåre Slåtten, 2015. "Social media and management fashions," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1122256-112, December.
    3. Hyunyoung Choi & Hal Varian, 2012. "Predicting the Present with Google Trends," The Economic Record, The Economic Society of Australia, vol. 88(s1), pages 2-9, June.
    4. Dag Madsen & Kåre Slåtten, 2013. "The Role of the Management Fashion Arena in the Cross-National Diffusion of Management Concepts: The Case of the Balanced Scorecard in the Scandinavian Countries," Administrative Sciences, MDPI, vol. 3(3), pages 1-33, August.
    5. Dag Øivind Madsen, 2014. "How do managers encounter fashionable management concepts? A study of balanced scorecard adopters in Scandinavia," International Journal of Management Concepts and Philosophy, Inderscience Enterprises Ltd, vol. 8(4), pages 249-267.
    6. Natcha Thawesaengskulthai & James Tannock, 2008. "Fashion Setting in Quality Management and Continuous Improvement," International Studies of Management & Organization, Taylor & Francis Journals, vol. 38(2), pages 5-24, January.
    7. Walker, Russell, 2015. "From Big Data to Big Profits: Success with Data and Analytics," OUP Catalogue, Oxford University Press, number 9780199378326.
    8. Briers, Michael & Chua, Wai Fong, 2001. "The role of actor-networks and boundary objects in management accounting change: a field study of an implementation of activity-based costing," Accounting, Organizations and Society, Elsevier, vol. 26(3), pages 237-269, April.
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    3. Oesterreich, Thuy Duong & Teuteberg, Frank & Bensberg, Frank & Buscher, Gandalf, 2019. "The controlling profession in the digital age: Understanding the impact of digitisation on the controller's job roles, skills and competences," International Journal of Accounting Information Systems, Elsevier, vol. 35(C).
    4. Thuy Duong Oesterreich & Julian Schuir & Frank Teuteberg, 2020. "The Emperor’s New Clothes or an Enduring IT Fashion? Analyzing the Lifecycle of Industry 4.0 through the Lens of Management Fashion Theory," Sustainability, MDPI, vol. 12(21), pages 1-29, October.
    5. Emmanuel Monod & Nataliia Korotkova & Sabine Khalil & Antonia Meythaler & Elisabeth Joyce, 2024. "Unveiling blind spots in consulting firms’ disseminating discourse on digital transformation," Information Systems and e-Business Management, Springer, vol. 22(4), pages 759-803, December.

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