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Application of Big Data Analytics in Customization of E-mass Service: Main Possibilities and Obstacles

Author

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  • Baranauskas Gedas

    (PhD student at Institute of Leadership and Strategic Management, Faculty of Public Governance, Mykolas Romeris University, Lithuania. Address: Ateities str. 20, LT-08303, Vilnius, Lithuania Phone: +370 62 151 887.)

Abstract

The paper is based on a scientific literature analysis and, by examining scientific insights, it focuses on the assumption that Big Data Analytics (BDA) is an alternative used in modern organizations in decision making at e-mass service customization. An overall orientation to BDA application in management processes is presented as a useful construct not only for improving the decision-making procedure but also as a relevant source for strategic planning, process and cost optimization activities as well as for changes in supply chain and risk management. The data was obtained through the scientific literature analysis and systematized theoretical insights of the BDA influence in both possibility and obstacle dimensions to e-mass service customization.

Suggested Citation

  • Baranauskas Gedas, 2019. "Application of Big Data Analytics in Customization of E-mass Service: Main Possibilities and Obstacles," Management of Organizations: Systematic Research, Sciendo, vol. 82(1), pages 1-11, December.
    • Handle: RePEc:vrs:morgsr:v:82:y:2019:i:1:p:1-11:n:1
    DOI: 10.1515/mosr-2019-0009
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    References listed on IDEAS

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    2. OGREAN Claudia, 2019. "Relevance Of Big Data For Business And Management. Exploratory Insights (Part Ii)," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 14(1), pages 169-180, April.
    3. Purva Grover & Arpan Kumar Kar, 2017. "Big Data Analytics: A Review on Theoretical Contributions and Tools Used in Literature," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 18(3), pages 203-229, September.
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