Capacidade de monetização de dados: da revisão sistemática da literatura à proposição de um modelo multidimensional
DOI:
https://doi.org/10.5902/1983465986416Palavras-chave:
Monetização de dados, Valor dos dados, Sistemas de informação, Revisão sistemática da literaturaResumo
Objetivo: Este estudo explora o campo pouco explorado da monetização de dados e criação de valor na área de Sistemas de Informação (SI). Apesar do crescente interesse em utilizar dados para ganhos financeiros e operacionais, existe uma lacuna na literatura ao examinar sistematicamente a interação entre termos relacionados a dados, como monetização, valor, capacidades, insights e desempenho.
Desenho/Metodologia/Abordagem: Conduzido como uma Revisão Sistemática da Literatura (RSL), o estudo analisou 148 artigos da base de dados Scopus usando as diretrizes PRISMA e o pacote Bibliometrix. Sintetizando o conhecimento existente, ele lança luz sobre tendências em periódicos de SI de destaque e desafios enfrentados por organizações na extração de valor de seus dados.
Resultados: O estudo revela tendências influentes na literatura de SI sobre monetização de dados e descobre desafios enfrentados por organizações nesse domínio. Ao propor um modelo teórico multidimensional, a pesquisa integra capacidades de gestão da informação e monetização de dados, contribuindo para o avanço do conhecimento científico em pesquisas de SI.
Implicações Práticas: O estudo oferece estratégias acionáveis para organizações monetizarem dados de forma eficaz, aprimorarem a agilidade nos negócios e melhorarem o desempenho, orientando-as a se tornarem organizações orientadas por dados.
Originalidade/Contribuição: Contribuindo para a Teoria da Administração em pesquisas de SI, este estudo realiza uma análise abrangente da monetização de dados, sintetiza tendências na literatura e propõe um modelo teórico inovador integrando capacidades de gestão da informação e monetização de dados.
Downloads
Referências
Al-Azzam, Z. F., Irtaimeh, H. J. A., & Khaddam, A. A. H. (2017). Examining the mediating effect of Business Agility in the relationship between intellectual capital and introduction organizational excellence in Jordan Service Sector. Journal of Business, 6(1), 7-15. DOI: https://doi.org/10.31578/.v6i1.115
Alfaro, E., Bressan, M., Girardin, F., Murillo, J., Someh, I., & Wixom, B. H. (2019). BBVA’s Data Monetization Journey. MIS Quarterly Executive, 18(2). DOI: https://doi.org/10.17705/2msqe.00011
Ambrosini, V., & Bowman, C. (2009). What are dynamic capabilities and are they a useful construct in strategic management?. International Journal of Management reviews, 11(1), 29-49. DOI: https://doi.org/10.1111/j.1468-2370.2008.00251.x
Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975. DOI: https://doi.org/10.1016/j.joi.2017.08.007
Baecker, J., Engert, M., Pfaff, M., & Krcmar, H. (2020). Business Strategies for Data Monetization: Deriving Insights from Practice. In Wirtschaftsinformatik (Zentrale Tracks) (pp. 972-987). DOI: https://doi.org/10.30844/wi_2020_j3-baecker
Bhatt, G. D., & Grover, V. (2005). Types of information technology capabilities and their role in competitive advantage: An empirical study. Journal of Management Information Systems, 22(2), 253-277. DOI: https://doi.org/10.1080/07421222.2005.11045844
Božič, K., & Dimovski, V. (2019). Business intelligence and analytics use, innovation ambidexterity, and firm performance: A dynamic capabilities perspective. The Journal of Strategic Information Systems, 28(4), 101578. DOI: https://doi.org/10.1016/j.jsis.2019.101578
Chen, Y., Wang, Y., Nevo, S., Jin, J., Wang, L., & Chow, W. S. (2014). IT capability and organizational performance: the roles of business process agility and environmental factors. European Journal of Information Systems, 23(3), 326-342. DOI: https://doi.org/10.1057/ejis.2013.4
Cobo, M. J., López-Herrera, A. G., Herrera-Viedma, E., & Herrera, F. (2011). Science mapping software tools: Review, analysis, and cooperative study among tools. Journal of the American Society for information Science and Technology, 62(7), 1382–1402. DOI: https://doi.org/10.1002/asi.21525
Côrte-Real, N., Ruivo, P., & Oliveira, T. (2020). Leveraging internet of things and big data analytics initiatives in European and American firms: Is data quality a way to extract business value? Information & Management, 57(1), 103141. DOI: https://doi.org/10.1016/j.im.2019.01.003
Derviş, H. (2019). Bibliometric analysis using Bibliometrix an R Package. Journal of Scientometric Research, 8(3), 156-160. DOI: https://doi.org/10.5530/jscires.8.3.32
Dwivedi, Y. K., Ismagilova, E., Rana, N. P., & Raman, R. (2021). Social media adoption, usage and impact in business-to-business (B2B) context: A state-of-the-art literature review. Information Systems Frontiers, 1–23. DOI: https://doi.org/10.1007/s10796-021-10106-y
Esfahani, H., Tavasoli, K., & Jabbarzadeh, A. (2019). Big data and social media: A scientometrics analysis. International Journal of Data and Network Science, 3(3), 145–164. DOI: https://doi.org/10.5267/j.ijdns.2019.2.007
Faroukhi, A. Z., El Alaoui, I., Gahi, Y., & Amine, A. (2020). Big data monetization throughout Big Data Value Chain: A comprehensive review. Journal of Big Data, 7(1), 3. DOI: https://doi.org/10.1186/s40537-019-0281-5
Fortune Business Insight (2024). The global data monetization market size was valued at $2.99 billion in 2023 & is projected to grow from $3.47 billion in 2024 to $11.83 billion by 2032. Available at: https://www.fortunebusinessinsights.com/data-monetization-market-106480
Gartner. (2019). Gartner IT Glossary: Data Monetization. Available at: https://www.gartner.com/en/information-technology/glossary/data-monetization.
Ghasemaghaei, M., Ebrahimi, S., & Hassanein, K. (2018). Data analytics competency for improving firm decision making performance. The Journal of Strategic Information Systems, 27(1), 101-113. DOI: https://doi.org/10.1016/j.jsis.2017.10.001
Grover, V., Chiang, R. H., Liang, T. P., & Zhang, D. (2018). Creating strategic business value from big data analytics: A research framework. Journal of Management Information Systems, 35(2), 388-423. DOI: https://doi.org/10.1080/07421222.2018.1451951
Gupta, M., & George, J. F. (2016). Toward the development of a big data analytics capability. Information & Management, 53(8), 1049-1064. DOI: https://doi.org/10.1016/j.im.2016.07.004
Hanafizadeh, P., & Harati Nik, M. (2020). Configuration of Data Monetization: A Review of Literature with Thematic Analysis. Global Journal of Flexible Systems Management, 21(1), 17–34. DOI: https://doi.org/10.1007/s40171-019-00228-3
Hanafizadeh, P., Barkhordari Firouzabadi, M., & Vu, K. M. (2021). Insight monetization intermediary platform using recommender systems. Electronic Markets, 31(2), 269-293. DOI: https://doi.org/10.1007/s12525-020-00449-w
Hanelt, A., Bohnsack, R., Marz, D., & Antunes Marante, C. (2021). A systematic review of the literature on digital transformation: Insights and implications for strategy and organizational change. Journal of Management Studies, 58(5), 1159-1197. DOI: https://doi.org/10.1111/joms.12639
Jarvenpaa, S. L., & Leidner, D. E. (1998). An information company in Mexico: Extending the resource-based view of the firm to a developing country context. Information Systems Research, 9(4), 342-361. DOI: https://doi.org/10.1287/isre.9.4.342
Jennex, M. E. (2015). Literature reviews and the review process: an editor-in-chief’s perspective. CAIS, 36(1), 8. DOI: https://doi.org/10.17705/1CAIS.03608
Jiang, J., & Gallupe, R. B. (2015, August). Environmental scanning and business insight capability: the role of business analytics and knowledge integration. In Proceedings of Americas Conference on Information Systems, Puerto Rico, August (pp. 13-15).
Kale, E., Aknar, A., & Başar, Ö. (2019). Absorptive capability and firm performance: The mediating role of Business Agility. International Journal of Hospitality Management, 78, 276-283. DOI: https://doi.org/10.1016/j.ijhm.2018.09.010
Kettinger, W. J., & Marchand, D. A. (2011). Information management practices (IMP) from the senior manager’s perspective: an investigation of the IMP construct and its measurement. Information Systems Journal, 21(5), 385-406. DOI: https://doi.org/10.1111/j.1365-2575.2011.00376.x
Kettinger, W. J., Ryoo, S. Y., & Marchand, D. A. (2021). We’re engaged! Following the path to a successful information management capability. The Journal of Strategic Information Systems, 30(3), 101681. DOI: https://doi.org/10.1016/j.jsis.2021.101681
Kitchenham, B. (2004). Procedures for undertaking systematic reviews: Joint technical report. Computer Science Department, Keele University and National ICT Australia Technology, 127, 106366.
Kumkale, İ. (2016). Organization’s tool for creating competitive advantage: Business Agility. Balkan and Near Eastern Journal of Social Sciences, 2(3), 118-124.
Laengle, S., Merigó, J. M., Miranda, J., Słowiński, R., Bomze, I., Borgonovo, E., ... & Teunter, R. (2017). Forty years of the European Journal of Operational Research: A bibliometric overview. European Journal of Operational Research, 262(3), 803-816. DOI: https://doi.org/10.1016/j.ejor.2017.04.027
Laguir, I., Gupta, S., Bose, I., Stekelorum, R., & Laguir, L. (2022). Analytics capabilities and organizational competitiveness: Unveiling the impact of management control systems and environmental uncertainty. Decision Support Systems, 113744. DOI: https://doi.org/10.1016/j.dss.2022.113744
Lin, Y., & Wu, L. Y. (2014). Exploring the role of dynamic capabilities in firm performance under the resource-based view framework. Journal of Business Research, 67(3), 407–413. DOI: https://doi.org/10.1016/j.jbusres.2012.12.019
Liu, C.-H., & Chen, C.-L. (2015). A review of data monetization: Strategic use of Big Data. The fifteenth international conference on electronic business (ICEB 2015), 7.
Lowry, P. B., Gaskin, J., Humpherys, S. L., Moody, G. D., Galletta, D. F., Barlow, J. B., & Wilson, D. W. (2013). Evaluating journal quality and the association for information systems senior scholars’ journal basket via bibliometric measures: Do expert journal assessments add value? MIS quarterly, 993-1012. DOI: https://doi.org/10.25300/MISQ/2013/37.4.01
Maçada, A. C. G., Brinkhues, R. A., & Freitas, J. C. D. S. (2020). “The influence of Information Management Capability on Companies’ Sustainable Competitive Advantage: A Multiple-Case Study of Brazilian Market-Leading Companies,” Revista Brasileira de Gestão de Negócios, 22, 876-899. DOI: https://doi.org/10.7819/rbgn.v22i4.4084
Marchand, D. A., Kettinger, W. J., and Rollins, J. D. (2000). “Information orientation: people, technology and the bottom line,” MIT Sloan Management Review, 41(4), 69.
McKinsey Analytics. (2017). Fueling growth through data monetization. Available at: https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/fueling-growth-through-data-monetization.
Mikalef, P., & Pateli, A. (2017). Information technology-enabled dynamic capabilities and their indirect effect on competitive performance: Findings from PLS-SEM andfsQCA. Journal of Business Research, 70, 1-16 DOI: https://doi.org/10.1016/j.jbusres.2016.09.004
Mikalef, P., Boura, M., Lekakos, G., & Krogstie, J. (2019). Big data analytics and firm performance: Findings from a mixed-method approach. Journal of Business Research, 98, 261-276. DOI: https://doi.org/10.1016/j.jbusres.2019.01.044
Mikalef, P., Pappas, I., Krogstie, J., & Pavlou, P. A. (Eds.). (2020). Big data and business analytics: A research agenda for realizing business value. Norway: Elsevier. DOI: https://doi.org/10.1016/j.im.2019.103237
Mikalef, P., van de Wetering, R., & Krogstie, J. (2021). Building dynamic capabilities by leveraging big data analytics: The role of organizational inertia. Information & Management, 58(6), 103412. DOI: https://doi.org/10.1016/j.im.2020.103412
Mithas, S., Liu, C., Kimbrough, M., & Tafti, A. (2020). Information Technology Investments and Management Forecasts: Theory and Evidence.
Mithas, S., Ramasubbu, N., & Sambamurthy, V. (2011). How information management capability influences firm performance. MIS quarterly, 237-256. DOI: https://doi.org/10.2307/23043496
Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G., & PRISMA Group*. (2009). Preferred reporting items for systematic reviews and meta-analyses: the PRISMA statement. Annals of internal medicine, 151(4), 264-269. DOI: https://doi.org/10.7326/0003-4819-151-4-200908180-00135
Moore, S. (2015). How to Monetize Your Customer Data. Smarter With Gartner
Najjar, M. S., & Kettinger, W. J. (2013). Data Monetization: Lessons from a Retailer’s Journey. MIS Quarterly Executive, 12(4).
Nwankpa, J. K., & Roumani, Y. (2016). IT capability and digital transformation: A firm performance perspective.
Okoli, C. (2015). A guide to conducting a standalone systematic literature review. Communications of the Association for Information Systems, 37. DOI: https://doi.org/10.17705/1CAIS.03743
Parvinen, P. Pöyry, E. Gustafsson, R. Laitila, M. Rossi, M. (2020). Advancing data monetization and the creation of data-based business models. Communications of the Association for Information Systems, 47(1), 2. DOI: https://doi.org/10.17705/1CAIS.04702
Prahalad, C. K., & Hamel, G. (1997). The core competence of the corporation. In Strategische Unternehmungsplanung/Strategische Unternehmungsführung (pp. 969-987). Physica, Heidelberg. DOI: https://doi.org/10.1007/978-3-662-41482-8_46
Queiroz, M., Tallon, P. P., Sharma, R., & Coltman, T. (2018). The role of IT application orchestration capability in improving agility and performance. The Journal of Strategic Information Systems, 27(1), 4-21. DOI: https://doi.org/10.1016/j.jsis.2017.10.002
Ravichandran, T. (2018). Exploring the relationships between IT competence, innovation capability and organizational agility. The Journal of Strategic Information Systems, 27(1), 22-42. DOI: https://doi.org/10.1016/j.jsis.2017.07.002
Ray, J., Menon, S., & Mookerjee, V. (2020). Bargaining over Data: When Does Making the Buyer More Informed Help? Information Systems Research, 31(1), 1–15. DOI: https://doi.org/10.1287/isre.2019.0872
Sambamurthy, V., Bharadwaj, A., & Grover, V. (2003). Shaping agility through digital options: Reconceptualizing the role of information technology in contemporary firms. MIS Quarterly, 237-263. DOI: https://doi.org/10.2307/30036530
Schulte, C., & Hovorka, D. (2017). Heuristics for Gaining Project Insights. In: ACIS 2017 Proceedings. 100.
Schüritz, R., & Satzger, G. (2016). Patterns of data-infused business model innovation. In: IEEE 18th Conference on Business Informatics (CBI), 1, 133–142. DOI: https://doi.org/10.1109/CBI.2016.23
Sherehiy, B., Karwowski, W., & Layer, J. K. (2007). A review of enterprise agility:
Concepts, frameworks, and attributes. International Journal of Industrial Ergonomics, 37(5), 445–460.
Shin, H., Lee, J. N., Kim, D., & Rhim, H. (2015). Business Agility of Korean small and medium enterprises and its influence on operational and firm performance. International Journal of Production Economics, 168, 181-196. DOI: https://doi.org/10.1016/j.ijpe.2015.06.015
Song, Y., et al. (2019). Exploring two decades of research on classroom dialogue by using bibliometric analysis. Computers in Education, 137, 12–31. DOI: https://doi.org/10.1016/j.compedu.2019.04.002
Srinivasan, R., & Swink, M. (2018). An investigation of visibility and flexibility as complements to supply chain analytics: An organizational information processing theory perspective. Production and Operations Management, 27(10), 1849-1867. DOI: https://doi.org/10.1111/poms.12746
Suseno, Y., Laurell, C., & Sick, N. (2018). Assessing value creation in digital innovation ecosystems: A Social Media Analytics approach. The Journal of Strategic Information Systems, 27(4), 335–349. DOI: https://doi.org/10.1016/j.jsis.2018.09.004
Tallon, P. P., & Pinsonneault, A. (2011). Competing perspectives on the link between strategic information technology alignment and organizational agility: insights from a mediation model. MIS Quarterly, 463-486. DOI: https://doi.org/10.2307/23044052
Tayebi, S., Manesh, S., Khalili, M., & Sadi-Nezhad, S. (2019). The role of information systems in communication through social media. International Journal of Data and Network Science, 3(3), 245-268. DOI: https://doi.org/10.5267/j.ijdns.2019.2.002
Teece, D. J. (2007). Explicating dynamic capabilities: The nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13), 1319–1350. DOI: https://doi.org/10.1002/smj.640
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533. DOI: https://doi.org/10.1002/(SICI)1097-0266(199708)18:7<509::AID-SMJ882>3.0.CO;2-Z
Visconti, R. M., Larocca, A., & Marconi, M. (2017). Big data-driven value chains and digital platforms: From value co-creation to monetization. Big Data Analytics: Tools and Technology for Effective Planning, 355–371. DOI: https://doi.org/10.1201/b21822-16
Wamba, S. F., Gunasekaran, A., Akter, S., Ren, S. J. F., Dubey, R., & Childe, S. J. (2017). Big data analytics and firm performance: Effects of dynamic capabilities. Journal of Business Research, 70, 356-365. DOI: https://doi.org/10.1016/j.jbusres.2016.08.009
Webster, J., & Watson, R. T. (2002). Analyzing the past to prepare for the future: Writing a literature review. MIS Quarterly, xiii–xxiii.
Wixom, B. H., & Ross, J. W. (2017). How to monetize your data. MIT Sloan Management Review, 58(3), n/a-13. Disponível Available emat: https://sloanreview.mit.edu/article/how-to-monetize-your-data/.
Wixom, B. H., Beath, C. M., & Owens, L. (2023). Data is everybody’s business: The fundamentals of data monetization. The MIT Press. DOI: https://doi.org/10.7551/mitpress/14867.001.0001
Wohlin, C., Mendes, E., Felizardo, K. R., & Kalinowski, M. (2020). Guidelines for the search strategy to update systematic literature reviews in software engineering. Information and Software Technology, 127, 106366. DOI: https://doi.org/10.1016/j.infsof.2020.106366
Yasmin, M., Tatoglu, E., Kilic, H. S., Zaim, S., & Delen, D. (2020). Big data analytics capabilities and firm performance: An integrated MCDM approach. Journal of Business Research, 114, 1-15. DOI: https://doi.org/10.1016/j.jbusres.2020.03.028
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2024 Revista de Administração da UFSM
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
Autores de artigos publicados pela ReA/UFSM mantêm os direitos autorais de seus trabalhos, licenciando-os sob a licença Creative Commons Attribution CC-BY, que permite que os artigos sejam reutilizados e distribuídos sem restrição, desde que o trabalho original seja corretamente citado.
