Approaching a Data-Dominant Logic

Researchers agree that organizations and the prevailing rules of competition alike are fundamentally changing in the digital age (Brynjolfsson & McAffee, 2014; Iansiti & Lakhani, 2017; Parker et al., 2018; McAffee & Brynjolfsson, 2018). The recent spread of digital technology is enabling new and promising possibilities for many firms, such as efficiency increases (Kugler, 2019), new products and services, or innovative business models (Parker et al., 2018). Especially the use of insights from data and data science seems to be a key success factor in the digital economy. The fact that at least seven out of the ten most valuable companies today ground their business in data, platforms, and networks, demonstrates this.