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Understanding the value and organizational implications of big data analytics: the case of AUDI AG

  • Christian Dremel
  • Jochen Wulf
  • Annegret Maier
  • Walter Brenner
Teaching Case
  • 54 Downloads

Abstract

“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.

Keywords

Big data analytics Organizational adoption Organizational change Organizational transformation Organizational benefits Predictive analytics Descriptive analytics Analytics services Teaching case 

References

  1. Davenport, T.H., and J.G. Harris. 2007. Competing on Analytics: The New Science of Winning. Harvard Business Press.Google Scholar
  2. Delen, D., and H. Demirkan. 2013. Data, Information and Analytics as Services. Decision Support Systems 55 (1): 359–363.CrossRefGoogle Scholar
  3. Dremel, C., Herterich, M., Wulf, J., Waizmann, J.-C., and W. Brenner. 2017. How AUDI AG Established Big Data Analytics in Its Digital Transformation. MIS Quarterly Executive 16 (2): 81–100.Google Scholar
  4. Porter, M.E., and J.E. Heppelmann. 2015. How Smart, Connected Products are Transforming Companies. Harvard Business Review 93 (10): 96–114.Google Scholar
  5. Ross, J.W., Beath, C.M., and A. Quaadgras. 2013. You May Not Need Big Data After All. Harvard Business Review 91 (12): 90–98.Google Scholar

Copyright information

© Association for Information Technology Trust 2018

Authors and Affiliations

  • Christian Dremel
    • 1
  • Jochen Wulf
    • 1
  • Annegret Maier
    • 2
  • Walter Brenner
    • 1
  1. 1.Institute of Information ManagementUniversity of St. GallenSt. GallenSwitzerland
  2. 2.Audi AGIngolstadtGermany

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