In this post on the Comms Women platform, Gabrielle Wilson, a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Madsen & Stenheim on big data and the management fashion theory, published by Cogent Business and Management Journal (Taylor & Francis).
In the digital age, Big Data has become a force in shaping decision-making, business strategies, and technological advancements. BD has been referred to as presenting a new era as it is one of the most talked about management ideas. However, its rise to popularity has been due to its positioning of management fashion theory. The analysis of Big Data highlights the various roles of IT firms, consulting firms, and social media. It amplifies its significance and provides a better view of how trends emerge and evolve over time.
To start, the management fashion theory suggests that certain trends gain popularity mainly due to the efforts of influential actors who promote and legitimize them. Moreover, consulting firms and IT companies play a significant role by emphasizing Big Data’s potential to upgrade industries by creating a sense of urgency. Similarly, business school academics contribute to Big Data by conducting research and offering courses and insight on the subject. Moreover, scholarly articles and other publications reinforce the notion of Big Data by providing insight that it isn’t just a passing trend. As academics provide this insight, social media and business publications create the hype for BD, compelling others to engage. Big Data produces signs that it isn’t just mere hype but can be a lasting paradigm.
BD has somewhat moved past just the fashion phase and is now embedded in business practices and technological foundations. Companies have invested in BD technologies, as well as governments have incorporated BD strategies. However, that does not mean the BD evolution is complete. Big Data is subject to transformation and reinterpretation similar to previous management fashions. Technologies like artificial intelligence can potentially reshape the Big Data landscape with technological upgrades. This relays that BD can remain a significant force in different forms. BD has risen tremendously in recent years due to management ideas talked about in print and social media outlets. With the wide variety of BD events that have raised its popularity, they became known as a top management tool and trend.
For businesses, understanding Big Data as a management fashion offers valuable insight on how certain trends emerge or fade. It’s important for companies to be critical in assessing whether BD aligns with their strategic goals as it is a powerful tool for data analysis and decision-making. BD allows successful implementation when having a well-defined purpose and a clear integration strategy. As BD’s landscape continually evolves, firms must remain adaptable as this will ensure BD investments will bring accurate benefits instead of costly experiments.
In conclusion, the rise of Big Data as a management fashion emphasizes the interaction between technological innovation and social construction. While Big Data’s diffusion was fueled by key actors mentioned above, in the business and academic world, its lasting impact depends on its ability to deliver value way beyond the hype and popularity. As organizations will continually try to navigate the innovation of BD’s landscape, they must recognize both its opportunities and background information of its rise, as it will be essential in making strategic and informed decisions.
Reference
Madsen, D. Ø., & Stenheim, T. (2016). Big Data viewed through the lens of management fashion theory. Cogent Business & Management, 3(1). https://doi.org/10.1080/23311975.2016.1165072