Рефлексивные процессы и управление. Сборник материалов XI Международного симпозиума 16-17 октября 2017 г., Москва - стр. 14

Figure 1. The technical perspective on the Big Data three V’s

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A vast majority of the literature that deals with Big Data related issues is focused on the technical aspects of data collection (Addo-Tenkorang & Helo, 2016; Hashem et al., 2015), whilst its value added and its implications on the organisation‘s performance is analysed rather sparsely(Addo-Tenkorang & Helo, 2016).(Akter, Wamba, Gunasekaran, Dubey, & Childe, 2016)similarly state that in most organisations investment is focused on developing BDA capabilitiesrather than on their positive effects enhancingthe their performance(Wamba et al., 2017),(Gupta & George, 2016). In our view this is a point also related to organisational learning.

BDA is employed to increase the understanding of the areas that so far have been dominated by guts and intuition (McAfee & Brynjolfsson, 2012)about how to introduce precise management, effective interventions, and the new level of organisational agility. It is particularly focused onbusiness environment(Perko & Ototsky, 2016), especially that closely related organisations, as for instance customer behaviour or partners in the supply chain (SC), but also uses IOT (?)to measure detailed internal processes.From our perspective, these are efforts to integrate multiple views,(Sivarajah, Kamal, Irani, & Weerakkody, 2017) to present a holistic view of the Big Data challenges in organisations and BDA methods by analysing the published research reports on that subject.

We want to make, with the use of BDA, more transparent people‘s interactions and communications in organisations. What are their demands for learning in these situations? The risk is that an insensitive use of BDAmay overwhelm people and organisations. Management of big data needs awareness of our cognitive, ethical and organisational capabilities. For instance, with reference to the justice system, it is dangerous to have judges sentencing individuals with the support of big data, based on appreciating their current and possibly their future behaviour, without the monitoring of these individuals‘ contextualised situations, that is, without efforts to improve organisational processes. Also, in commercial activities, it may be ineffective for companies to use marketing algorithms that ignore individual and structural competencies. Overwhelming people with marketing data, abusing their privacy, is a recipe to alienate them. To use BDA to understand and predict individuals‘ insights in their organisations is necessary. Many, among them (Bello-Orgaz, Jung, & Camacho, 2016)use social media data analysis methodology for that purpose. (Perko, 2017) analyses the behaviour of finance officers to predict their future actions. (Bellomo, Clarke, Gibelli, Townsend, & Vreugdenhil, 2016) explore behaviour in evacuation crowd dynamics to prevent or mange critical situations.