Big Data for Big Ideas: Exploring the Potential of Big Data Analytics for New Product Development

Sam Anteney-Hoare & Maximilian Krempel

Student thesis: Master thesis

Abstract

New Product Development is facing pressures to innovate faster and at lower cost whilst ensuring a better fit to the market’s needs. At the same time, companies are becoming increasingly immersed in Big Data, the analysis of which represents a potential pathway to overcome these pressures. However, the research area covering the intersection between Big Data Analytics and New Product Development is still in its infancy and fails to provide a holistic perspective which can inform practitioners and researchers alike. This thesis aims to provide such a perspective and explores the potential of Big Data Analytics for New Product Development. In particular, it investigates how Big Data Analytics can influence New Product Development performance and identifies how thisinfluence is contingent on organisational and contextual factors. In order to fulfil the research aim, this thesis followed an inductive approach, applying the Grounded Theory Method to analyse 12 in-depth interviews with experts from consultancies, product companies and academia. This thesis finds that Big Data Analytics has the potential to positively influence New Product Development performance and provides a typology consisting of 11 themes which showcase the means by which this can be achieved. Further, the positive influence on New Product Development performance is greater with higher levels of organisational agility and with a lower degree of innovativeness. Finally, the industry context was included ex-post due to its contingent role in the explored relationship. Through its findings and typology, this thesis extends the current patchwork of studies, providing structure to this emerging research area and offering practitioners a state-of-the-art overview on the intersection of Big Data Analytics and New Product Development

EducationsMSc in Management of Innovation and Business Development, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2019
Number of pages131
SupervisorsVera Rocha