Big Data-Driven Business Model Innovation in the Integrated Resort Industry: A Case Study

Abstract

More and more companies have realized the potential value behind big data resources. Taking Caesars Entertainment as an example, this study articulates how the company successfully took big data as the basis to drive its business model innovation. Primarily using its Total Rewards program to collect data from various sources, especially customer data, Caesars Entertainment has restructured four dimensions of its business model- the customer value proposition, the profit formula, key resources, and key processes to deliver the value proposition profitably. The new big data-driven business model based on created new ways to deliver personalized enhancements to each guest's experience, and further gained competitive advantage in the integrated resort industry. This study enriches the strategic management literature by showing that building a business model based on big data can create new competitive advantages for companies. In practice, managers should attach more importance to the value of big data in the sustainable development of enterprises in the era of the data-driven economy.