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MIT CISR 2021 Research Projects

Creating Competitive Advantage Using Digital Data Assets

Data, AI, and Analytics; Data Monetization

A Digital Strategic Initiative (DSI) is a competitive move that relies on digital resources to create and capture sustainable economic value. DSIs are specific projects that rely on a core of digital resources, and they are executed to achieve competitive advantage. A key DSI digital resource is the digital data asset, which we define as data that is modularized, governed, and shared in a highly scalable manner. In this study, we explore how companies identify, design, deploy, and exploit digital data assets and what contributes to their competitive impact. Research questions include:

  • What are the key technologies and processes necessary to develop and manage the data asset component of a DSI?
  • How is data governance handled? What is the nature of the data at play?
  • In what ways is the data asset distinct from the data assets of competitors? Does it contribute to sustainable competitive advantage? If so, how?

Seeking: This study will draw on interviews with members of the MIT CISR Data Advisory Board as well as select other data leaders who are actively engaged in building and managing digital data assets. The team will also conduct at least one case study on a company that is creating or managing digital data assets in novel ways.

Contact: Barbara H. Wixom

RESEARCH TEAM

Barbara H. Wixom, Principal Research Scientist

Barbara’s academic research explores how organizations generate business value from data assets. Barbara enjoys deep expertise in data and analytics techniques and technologies, with particular interest in data and analytics strategy, capabilities, and success.

Gabriele Piccoli, Professor
Related publications

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MIT CISR research is funded by the more than ninety firms that sponsor our work and participate in our consortium. 

MIT CISR Patrons
AlixPartners
Avanade
Axway, Inc.
Cognizant
Microsoft Corporation
Pegasystems Inc.
PricewaterhouseCoopers
Standard Bank Group (South Africa)
The Ogilvy Group
MIT CISR Sponsors
Allstate Insurance Company
Amcor
ANZ Banking Group (Australia)
Australian Taxation Office
AustralianSuper
Banco Azteca (Mexico)
Banco Bradesco S.A. (Brazil)
Banco do Brasil S.A.
Bank of Queensland (Australia)
BNP Paribas (France)
Bristol-Myers Squibb
Cabot Corporation
CarMax
Caterpillar, Inc.
CEMEX (Mexico)
Charles River Laboratories, Inc.
CIBC (Canada)
Cochlear Limited (Australia)
Commonwealth Superannuation Corp. (Australia)
Credit Suisse (Switzerland)
Cuscal Limited (Australia)
CVS Health
DBS Bank Ltd. (Singapore)
Doosan Corporation (Korea)
ExxonMobil Global Services Company
Ferrovial Corporacion, S.A. (Spain)
Fidelity Investments
Fomento Economico Mexicano, S.A.B., de C.V.
Fortum (Finland)
General Mills, Inc.
General Motors Corporation
Henkel AG & Co. (Germany)
Hitachi, Ltd. (Japan)
HSBC Technology & Services (USA) Inc.
Johnson & Johnson (J&J)
Kaiser Permanente
King & Wood Mallesons (Australia)
Koç Holding (Turkey)
Markel Corporation
Mercer
National Australia Bank Ltd.
Nomura Holdings, Inc. (Japan)
Nomura Research Institute, Ltd. Systems Consulting Division (Japan)
OECD
Pacific Life Insurance Company
Pioneer Natural Resources USA Inc.
Posten Norge AS (Norway)
Principal Financial Group
Procter & Gamble
QBE
Raytheon Technologies
Reserve Bank of Australia
Royal Philips (Netherlands)
Santander UK/Grupo Santander
SC Global Tubular Solutions
Scentre Group Limited (Australia)
Schneider Electric Industries SAS (France)
Scotts Miracle-Gro
SIGMAXYZ Inc. (Japan)
State Street Corp.
Stockland (Australia)
Suncorp Group (Australia)
Teck Resources Limited (Canada)
Tetra Pak (Sweden)
Trinity Health
Truist Financial Corporation
UniSuper Management Pty Ltd (Australia)
USAA
Webster Bank, N.A.
Westpac Banking Corporation (Australia)
WestRock Company
Wolters Kluwer
Zoetis Services LLC
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