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Centro Unv*rsitário Santo Agostinho
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www*.fsanet.com.*r/revista
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Rev. FSA, Tere*i*a, *. *8, n. 01, art. 1, p. 3-24, jan. *0*1
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I*SN Impresso: 180*-6356 ISSN *letrô*ico: 2317-2983
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http://dx.doi.org/10.12819/2020.1*.01.1
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Big *ata and Competitive Advantage: S*m* Directio*s a*d Uses
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**g Data e Vantag** Competitiv*: Algumas Dir*ções * U*os
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Eduard* Luis Casarot**
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Dout*r em Admin*str*ção pe*a *nivers*dade Federal de Mato *ro*so do Sul
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Profes*** na Faculd*de de Administr*ção, Ciênc*a Contábeis * Economia FACE/UF*D.
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E-*ail: eduardocas*rotto@ufg*.ed*.br
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Erlai** Binott*
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Do*tora em Agro*e**cios pel* Universidade Fe*e*al do Rio G*ande do Sul
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P*ofessora na Facul*ade *e Administra*ão, C*ên*ia Co*tábeis e E*on*m*a FACE/UFG*.
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E-ma*l: erlainebino*to@ufgd.edu.br
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Guilherme Cunha M*lafaia
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Doutor e* A*r*n*gó*ios p*la U**versidade Feder*l *o Rio *rande do Su*
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Pesquis**o* na Empresa Brasileira d* Pesqu*s* Agropecu**i* - EMB*APA
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E-mai*: gcmalafai*@*mail.com
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*arta Pa*án Martín*z
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Dou*ora em Téc*icas e Mé*odos A*uais em In**rmação e D*cumentação co* Sob*e*aliente "Cum Laude"/ Un*v*rsidad* de
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Murc**
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Profe*sora Visitante na Pró-*eitor** de Pós-Graduação da Unive*sidade F*deral de São Carlos
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E-mail: *agan.m*r*a@gmail.co*
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Endereço: *dua*d* Lui* Casarotto
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Un*versidade
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Federal da
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*rande
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Dou*ado*
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U*GD.
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Rod*via
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Dourados-Itahum,
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* m 12,
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79804-9*0,
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C**xa
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Edit*r-Chef*: Dr. Ton*y *erle* de Alencar
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Postal *22, D*urados-MS. Brasi*.
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Rodrigues
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Ender*ç*:
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*rl*ine Binot*o
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Universid*de
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F*deral da
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Gra*de
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Dourado*
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UFGD.
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Artigo recebido em 11/10/*02*. Úl*ima versão
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Rodovia
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Dourados-*tahum,
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* m 12,
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*9804-970,
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Caixa
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recebida em *9/10/2020. Ap*ova*o em 3010/2*20.
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Postal 322, Dourados-MS. Bras*l.
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Endereç*:
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*uilherme Cunha Malafaia
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Aval*a** pe*o sistem* *rip*e R*v**w: a) Desk Re*iew
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Em*rapa Gad* de Corte. Av. R*d*o Maia, 8*0 - Vila
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pelo Editor-Chefe; e *) D*u*le Blind Rev*ew
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Popular, 7910*-5**, C*m** Grande -MS. Bra*il.
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(avaliação cega *or *ois a*aliador*s da área).
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E*dereço:
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*arta Pagán Martínez
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UFSCar - Pró-Reitor** de Pós-Graduaçã*. Rodovia
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Revisão: Gramati*a*, Normati*a e de Form*t*ç*o
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Washington Luis, km 235, 13565-*05, São Ca*l*s-SP.
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Brasil.
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ABSTRACT
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*. L. Casar*t*o, E. Binotto, G. C. Malafaia, M. P. *art*nez
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4
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The co*pe*itive
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in gl*bal market *equire* a *on**nuo*s *r**sforma*ion *n **for*ati*n
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*echn*logy *ontents, ma*n** by the i*serti*n of new **o*s and techn*ques that rapidly evolve
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*nd are absorbed by members of the or*anizations. This advanced
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o* new technologies in
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organizatio*s scen*rio brought challeng*s address*d to *eed to *o*lect, *tore, process and
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trans**rm t*eir data in*o relevant in*ormation to
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create competitive advan**ge. In highly
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dynam*c business environm*nts, th* possibility of ge*erating information pushes c*mpanie*
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to u*e efficiently a huge vo*ume of d*ta, in
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both r*sources an* capa*itie* appro*ches. This
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paper aimed
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t* analyze the relati*n
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b*tween Big Dat* and competitive adv*ntage using *he
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resource-ba*ed view and the *ynamic capabiliti**. Three intern*tional datab*ses were used
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and anal*z*d 29 ar*i*les. Results indicate* that both *he resource-based *iew *n* *he dynamic
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capa*iliti*s
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approac*
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are use* to analyze Big Data as c*mp*t*tiv* advantag* creator. Two
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aspe*ts *ere e*idenced: the *om*ined *pproach*s c*n result in more **nsisten* *nalyses; and
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t h*
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l*ck of
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a
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robu*t th*or**ical framework f*r *ig Data analysis is evide*ced by the
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pr*dominance of *escript*ve article* an* pra*tical *eports.
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Keywo*ds: Inn*vation. Technology. *nfor*at*on M*nagement. Co*petiti*enes*.
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R*SUMO
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A
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compe*i*iv*d*de no *ercado gl*bal exige *ma tran*formação *ontínua nos conteúdos
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*e
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tecnolog*a
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da info*mação, principalmente **la inserção
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*e novas f*rramentas e técnicas que
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evoluem ra*idamente e *ão abs**vi*as pelos membr*s das or***izaçõ*s. Este ce*ário de
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avanço de
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n*vas t*c*ologia* n*s o*gan*zaçõ*s *rouxe
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desafios enfrentados pel* necessidade
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d* *oletar, armazena*, processar e *ran*forma* *e*s dados em i*formaçõe* relevantes par*
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a
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c*iação de vantagem competi*iva. *m ambie*tes de negóc*os altamen** dinâmi*os,
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a
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poss*bilid*de de geração
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de informações im*ulsio** as empresas * utili*a***
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d* f*rma
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e*i*iente *m grande vol*me d* da**s, tanto em r*cursos quanto em capacidades. E*te *rt*go
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teve como objetivo
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analis*r a relação e*tre Big Data e vantage* c*mp*tit*va utiliza*do
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*
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vis*o **seada em recur*o* as capacidades dinâ*icas. Três bases de da*os *n*ernaci*nai* e
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foram ut**iz*d*s e analisa*o* 29 artigos. Os resu*tad** ***icaram *ue tanto a visão basead*
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em recursos quanto a abordagem de recu**os dinâmic** s*o usado* para ana*is*r Bi* D**a
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como *r*ador de **ntagem com*etitiva. Dois aspecto* foram evid**ci*d*s: as
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*bordagens
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combin*das podem *esul*ar em anális** mais consis*entes; e a fal*a de um refe*enc*al *e*ri*o
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robusto para a **á*ise de Big Data * e**dencia*a pel* pre*ominân*ia de **t*gos descri**vos e
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r**atórios práticos.
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Pa*avras-c*av*: Inovação. *ecnologia. Gest*o da Inform*ção. Competi*i*id*de.
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</page><line>
R*v. FSA, Ter*sina, *. 18, n. 01, art. 1, p. 3-**, j**. 2021
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ww*4.fsanet.com.br/rev*sta
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Bi* Dat* and Compet*tive A*v*nt**e: Som* Directions and Uses
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5
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* INT*ODUCTION
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The c*m*eti*ive l**dscape of
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g*obal m**ket e**ironmen*s *eq*i*es
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a
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continuous
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tran*formation in inf**m*tion *ec*nol*gy (*T) contents, m*in*y b* the in*ert*** of new to*ls
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and tech*iqu*s that rapidly
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evolve and are absorbed by membe*s of t*e organizations.
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Innovation* in telecommunicatio*s, multimedia channel* and new
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h*rdware and
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softwa*e
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r**ources *l*ow the *enerat*on and ca*tu*e *f *ata f*r the gen*rat*o* of in*ormation and the
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*roduction of k*owle**e (Lau**n*o et **., 2001). Th* t*chnolo*ical developmen* al*ows
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*
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la*ge ge*er*tion and availability of data th*t ca*
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*e *bserved and tra*s*ormed int*
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*nformation for d*cision-maki*g. This technolo**cal evo*ut*o* is in*reasin*ly *r*sent in
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* he
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social and econ*mic sci**ces, as w**l as i* the daily l*f* of indiv*duals and o*ganizati*ns.
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*rom inacc*ssible s*urce* a*d *nder the *ontrol of a *ew pe*ple in the past, data
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nowadays a*e gaining vo*um* and *vai*ability. T*is lar*e vol*me of data called "Big Data"
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offers en*l*ss condition* of treatment and *se. Alt**ugh t*ere is no consen*us o* Big Da**'s
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conceptualizat*on, f*om a bus**ess point of *iew this ca* be
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defined as
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"d*t*sets whose
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s*ruc*u** and size *o beyond the capac*ty of captu*ing, s*or*ng, m*naging and an*lyz**g th*t
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common softwa*e holds, *nd wh*ch are *r**sformed into information" (Trevisan & Brito,
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2*15, p. 25). Acc*rding to *hen, M*o, and Liu (2*1*) dat* sets cann*t be per*ei*ed,
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ac**ire*,
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managed and *roce*se* *n a tim*l* manner by *ra*itional software or hardware
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t ool s .
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Seeking a **m*etitive a*v*ntag* in increasingly dy*amic markets *s a co*t*nuo**
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c*allenge in busi**ss. *irms
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dire** t*ei* o*jective* to
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b*i*d co*peti*ive adva*tage (V*ana,
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Neto, & Añez, 2014) and *his may explai* various *evels of busi*ess perfo*mance, as *ell as
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t** success or fail*re o* corporati*ns.
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Competitive a*vantage occ*rs whe* * firm is more successful than its current or
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potential c**peti*ors. *he s*perior performance of a firm *ithin *he competitive environment
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is an em*iri*al *nd c*mmo* indicat*r
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of competitive **vant*** (Côrte-R*al, Oliveira, &
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R**vo, *017).
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Associa*ing Big Data *ith the generat*on of competiti*e advantag* in th* business
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envi*onment
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ha* rel*vance as Big *ata quickl* establishes it*elf in se*era* activities with
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a
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la*ge volu*e o* *in*ncial s*pp*rt (Melo, 2016).
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P*evi*us studies on compe**tive advantage asso*ia*ed with Big Data are impo*tant d*e
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to the e*ol*tion of IT, whic* is *ommonly applied to the creation *f comp*tit*v* adva**age. In
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*d*it*on, Big Data a**lysis is a latent issu* in *cademic and business *p*eres. With a holistic
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R**. F*A, *eresina P*, *. 18, n. 01, *rt. 1, p. 3-24, jan. 20*1 w*w4.fsane*.com.br/revi*ta
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</par><page>
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E. L. *asarotto, E. Binotto, G. C. Malafaia, M. P. Martínez
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6
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approach f*r d*ta ma*ageme*t, *rocessi*g a*d analysis, Big Dat* enable **lue creation,
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per*o*mance *easurement, a*d competit*ve adv*ntage co*struction (Wamba e* al., 2*1*).
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Fi*ally, innova*i*g and gai*ing a competitive adv*ntage by using Big Data g*es *ar
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b*yo*d data coll*ction and *trat*gy configuration bas*d on *hese data. Only that *ou*d be
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insuf*ic*ent for a company to get the *xpect*d advantage (Prescott, 2016). For an or*anization
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cre*t*s a *rue competitive *dv*ntage, int*rn*l capabilitie* and r**o**ces must be analyzed to
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iden*ify the drivers *f differentiation and innovat*on.
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* new envi*onment for business emerges, wit* challe*ges *nd unce**ain*ies to
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ov*r*ome, add*es*ing *umerous of *ossibi*i*ie* bot* in academia and i* business. This p*per
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aimed to analyze the re*a*ion *etween *ig D*ta an* competi*ive adva*t*ge using the resource-
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based
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view *nd *h* dyn*mic capabiliti*s. The expecta*io* i* to *ont*ibu** to *he theore*ica*
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development of the *se of Big Data as a genera**r of compe*itive advanta*e, wi** *pplicat*on*
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in business. The fol*owing q*estions we*e in*est*ga*ed: Do th* arti*les jointly addre*s the
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terms Big Data a*d compe*itive *dvantage? The
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authors *ist Big Data
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as a generator of
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*ompetiti*e advantage? Do the *uthors class*fy B*g Da*a in *he context ** the resource-b*sed
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view, dynamic capabi*ities or bo**? Wha* kind of a*proach did *he *uthors *se to
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co*sider
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Big Data as a ge*erator of compe*itive *d**nt*ge?
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2 *HEOR**ICAL BACKGROUND
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*.1 Bi* *ata
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Big Data can be defined as "dataset*, which could not be c*ptured, mana*ed, and
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proc*ssed by gener*l *omputers *ithi* *n
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acce*t*ble sc*pe" (Chen, Mao, & Liu, 2014,
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p.173). *i* D*** *lso d*fined as a new archi*ecture *om*osed of techniques *nd te*h*ologies
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that allow the di*co*ery of hi*de* *alu*s in large databases, req*irin* n*w formats for the
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larg*-scale *nteg*ation of dat* s*ts **at ar* hig*ly complex and highly diverse (Hashem e* al.
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20*5).
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Big Data's fi*lds of *ction are vast, **co*passing new, ra*idly growing se*ments of
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data such as media a*d ent**tainment, healthcare, and sur*e*lla*ce. Soc*al networking
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solution* like Face*ook, Foursquare and **itter
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are n*w data sources where consumers
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provi*e
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almost continuous data f*ows about themselves. Th*s type of
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generation an* data
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c*pture, due to t*e *e***rk e*fec*, expands *t high speeds (Gantz & Reinsel, 2011).
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From the manager*al *erspective is importa*t t* note that Big Data encompass** much
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Re*. ***, T*resin*, v. *8, n. 0*, art. 1, p. 3-24, jan. **21 www4.fs*net.com.*r/revis*a
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B*g Data and Comp*titive Advantage: Some D*recti*ns *nd Uses
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7
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more tha*
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just a lo* o* data, p*ovides managem*nt information to support decision-m*king
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(*onka, *014). Th* pro*ise and valu* of Big Da*a g* beyond what is known, *imited only by
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human capa*ili**es, then orga*iza*ions
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*us* p*y *tte*t*on to the impl*cations and f**lures *o
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re**h the full po*ential of *ig Data (Chibba & C*voukia*, 2015).
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T*e Big Data features can be su*m**ized as 4V*: volum*, variety, *eloc*t*, and value
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(Hashem et al., 2015). Vo*um* **fers to the amount of *ata generated (all ty*e*) from
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dif*erent s*urces *n* *ro* a
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contin*ous exp*nsion that ca* resu** *n the cr*ation
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of
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informati*n and obs*rvable pattern* throu*h **ta analysis.
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Vari*ty ref*r* to the differen* types o* data coll*cted, including vi*eo, image, text,
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audio and nume*ical data records in a struc*ured or unstruc*ured fo*mat. Vel*cit* refers to
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how f*st da*a *ransfer *ccurs as content chan*e* consta*tly d*e t*
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the introductio*
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of
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complementary d*ta, arc*ived or t*an*mitted from multiple s*urces. Th* impo*t*nt aspec* of
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Big *ata *efers to the process of *i*co*ering hid*en va*ues of *ata sets with various typ*s a*d
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<line>
rapid gene*a*ion (H*shem et *l., 2*15).
</line>
<line>
T*e big challenges of *ig Data are relate* to the acquisi*ion, storage, mana*ement,
</line>
</par><par>
<line>
and anal*s*s, since traditi*nal systems *f ma*agement, an* anal**is are based on
</line>
<line>
relationa*
</line>
</par><par>
<line>
database m*nagem**t sys*ems (RDBMS). This *ype of system h*s a high cost and is
</line>
<line>
onl y
</line>
</par><par>
<line>
applicabl* to structured d*ta. Therefore, a more viable alternative to the **fra**ructure
</line>
<line>
requirements *or **g Dat* is the Cloud Computing (Chen, Mao & Liu, 2014).
</line>
<line>
Some possible solutions for *to*i*g an* managing larg*-s*ale disor*ere* datasets are
</line>
</par><par>
<line>
distributed file sy*tems (Howard et al.,
</line>
<line>
1988) and NoSQ* datab*s*s (*attell, 201*) th*t can
</line>
</par><par>
<line>
be used to proc*ss tasks in c**sters, su*h *s web pages *or ex**ple.
</line>
<line>
Other challenge* t* developing the use of Big *ata *re observed by Chaudhuri, D*yal,
</line>
<line>
a*d Naras*yya (201*), Labrinidis and Jagadish (2012) and Agrawal et al. (2011) and include:
</line>
<line>
data r*presentation; redu*dancy; d*ta *ifecy*l* *an*gem*nt; analysis mechanisms;
</line>
</par><par>
<line>
confiden*iali*y of data; en*rgy *an*g*ment; dispensability
</line>
<line>
and sca*abi*i*y;
</line>
<line>
a*d coo**ra*ion
</line>
</par><par>
<line>
(Chen, Mao & L*u, 201*).
</line>
</par><par>
<line>
*ompani*s can str*te*icall* stand out in the market *s**g Big Data resour*es
</line>
</par><par>
<line>
c*mbined wit*
</line>
<line>
a service-oriented manuf*ct*ri*g model. Mastering adva*ced techn*logy
</line>
</par><par>
<line>
combi*ed with a service-oriented mode* can e*fecti*ely *ncrease the c**petitiv* adv*ntage of
</line>
<line>
compa*ies (Zhang et al., 2*17a)
</line>
</par><par>
<line>
2.2 Compet*tive Ad*antage
</line>
</par><par>
</page><line>
R**. FSA, Teres*na PI, v. 18, n. 01, art. 1, p. 3-2*, jan. 2*21
</line>
<line>
*w*4.fsa*et.*om.br/revista
</line>
</par><page>
<par>
<line>
E. L. Ca*arotto, *. *inot*o, G. C. Mal**aia, M. P. Martínez
</line>
<line>
*
</line>
</par><par>
<line>
Co*pet*ti*e adv*nta*e is *n advanta*e th*t the firm has i* a ma*ket, which
</line>
<line>
diff*re*tiates it from i*s competi*ors, through a*t*ibutes that it *olds and is offered *o its
</line>
<line>
c*stomers (Porter, *986). These advantage* *rise fr*m fir**, which base* on a g*ven
</line>
</par><par>
<line>
*errit*ry, generat* det*rmi*ants of
</line>
<line>
their compet*t*ven*ss a** of th* te*rit*ry in which *hey
</line>
</par><par>
<line>
*perat*. *ompet*tive
</line>
<line>
advant*ge det*rmin*d ** decisive charac***isti*s is
</line>
<line>
that a**ow firms to
</line>
</par><par>
<line>
*reate and maintain *ompet*ti*e*ess (Cou*i**o et al., 200*).
</line>
</par><par>
<line>
Accordin* to Vasconc*los and Cyrino (2000), there are *wo the*retical
</line>
<line>
a**s guid*ng
</line>
</par><par>
<line>
*he competitive adv*ntag*. Firs*ly, the compet*ti*e advantage is exp*ained by external **ctors
</line>
</par><par>
<line>
such as marke* process*s (Aust*ian Schoo* - Hayek
</line>
<line>
and Schum*eter) and indust** structure
</line>
</par><par>
<line>
(Str*ctur*-C**duc*-P*r**rma*ce M***l - Scherer and Ros* and Positioning Analys**
</line>
<line>-</line>
</par><par>
<line>
Porter). Second a*is, the compet*tive
</line>
<line>
adva*tage is *xplained by *he internal factors, spec*fic
</line>
</par><par>
<line>
of the fir*, *uch as resources and co*petencies: Resource-Base* Vie* (*BV); and d*namic
</line>
<line>
capabilities (*C) (Vasconcelos & Cyrino, 20*0).
</line>
<line>
This study foc*sed *n the se*ond axis, since i*n**ating in IT t* create a competitive
</line>
<line>
*dvantage using Big Data depends on specific reso*r*es and internal *apabilities ** e*ch *irm
</line>
<line>
t* *enerate, store, proces* an* manage information.
</line>
<line>
2.3 Res*urce-*ased view (RB*)
</line>
<line>
Effici*n* management of resources crea*es *onditions fo* co*p*nies gene*ating
</line>
</par><par>
<line>
compet**ive ad**n*ages on marke*s in which they
</line>
<line>
operate. Ac*o*din*
</line>
<line>
to Bar**y (1991),
</line>
</par><par>
<line>
companies can different*ate *hroug* thei* resou**e* and not every resource
</line>
<line>
can generate
</line>
<line>
a
</line>
</par><par>
<line>
c*m*etitive a*vanta*e. *or this o*c*r, four req*irements sh*uld be met: *) resource *ust be
</line>
</par><par>
<line>
valuable
</line>
<line>
to exp*oit ****rtuniti*s
</line>
<line>
and/or mitig*te t*re*ts
</line>
<line>
in the business env*ronme**; b)
</line>
</par><par>
<line>
resource must be rare among
</line>
<line>
*urrent and potential
</line>
<line>
com**titors; *) resour** m*s* be
</line>
</par><par>
<line>
imperfect*y imitab*e (diff*c*lt *o *mitate); d) **ere must be no eq*iv*lent sub*titutes for this
</line>
</par><par>
<line>
resource, wh*ch a*e valu*b*e, b*t not
</line>
<line>
rare or impe*f*ctly imita*le (Barney, 199*). *hus,
</line>
</par><par>
<line>
res*urces ca* **nerate compe*i**ve d**fer*ntials accordin* to *heir availa*ility, specifi*ity and
</line>
<line>
ability to add valu* *o final *r*duc*s.
</line>
<line>
T*e concept of resource-based v*sion shows a competitive hetero*e*eity betw*en
</line>
</par><par>
<line>
compani*s. Each company *as its
</line>
<line>
own ch**acteristics, in*mitable and inta*gi*le, re*ources
</line>
</par><par>
<line>
that allow
</line>
<line>
a different*a*ed and superior
</line>
<line>
performance that allo* oppor*unities for
</line>
<line>
t h*
</line>
</par><par>
</page><line>
g**eration of com*et*tive a**a*tage (Habb*rshon & Wi*liams, 1999).
</line>
<line>
*ev. FSA, T**esi*a, *. 18, n. 01, art. 1, p. 3-*4, ja*. 20*1 www4.fsanet.com.br/**vista
</line>
</par><page>
<par>
<line>
Big Data and *ompetitive Adva*tage: Some Dir*ctions *nd *ses
</line>
<line>
9
</line>
</par><par>
<line>
A firm i* uniq*e in its strategi*
</line>
<line>
re*ources. Heterogeneous chara*terist*cs
</line>
<line>
can
</line>
</par><par>
<line>
potentially create advantages over co*pe*it*rs since every firm can hold exclusive reso*rces
</line>
<line>
that a*e not pe**ectly movable to others. It *ll*ws firms maint*i*ing a *om*etitive a*vantag*
</line>
<line>
for long peri*d* (Almarri & G**dine*, 2014). The th*ory examin*s *elati*ns b*tween internal
</line>
<line>
c*aracteris*ics and proc*sse* of a firm, as well as its performance. Compe*iti*e heterogeneity
</line>
<line>
arises from the premise tha* the close*t *ompetit*r* differ i* resources an* capacitie* *n an
</line>
<line>
impo*t*nt an* lasting way (H*lfat & Peteraf, *003).
</line>
<line>
The r*source-based view has been i*creasingly used b* sch*la*s and strategists wi*hin
</line>
<line>
org*ni*at*on* to identify management phen*m*na *nd the di*cussions is proposed b* sev*ral
</line>
</par><par>
<line>
*u*hors (Jang, 201*). Th*y mentio* that
</line>
<line>
co**orate re*o*rces play a k*y role in
</line>
<line>
explaining
</line>
</par><par>
<line>
p**nomena such *s: the strategi* manag*men* of the organization (Barne*, 2*01a, Ba*ney,
</line>
<line>
*001b), strategi* all*ances (Eisenh*rdt & Sc**onh*v**, *996, W*ssm*r & *ussa*ge, 2012),
</line>
<line>
business d*versi*ication (Silverman, 1999), new product develop*ent (H*na*d & McFadyen,
</line>
</par><par>
<line>
2012, *erona, 1*99), coop*rat*on
</line>
<line>
*etween firms
</line>
<line>
(Combs & K*tchen *r., 1999), marketing
</line>
</par><par>
<line>
(Srivastava, Fahey & Chri*tensen,
</line>
<line>
2001), international sma*l bus**ess management
</line>
</par><par>
<line>
(Westhead, Wrigh* & Ucbasaran, 2001), entrepreneurship (Zahra, Hayton & Sal*ato, 2004)
</line>
<line>
and fi*ms\ inn*vat*on (Ga**ni* & Rod**, 1998) (Jan*, 2013).
</line>
<line>
In su*mary, the resource-based view highlight that some firms sh*w better
</line>
<line>
comp**itiv* performance b* differentiating their capabili*ies an* *esources. T*is ap*roach
</line>
</par><par>
<line>
**itia*ly focuses on
</line>
<line>
the in*ernal relati*nships of firms and points tha* **e resources **d
</line>
</par><par>
<line>
capacities that generat* c*mpeti*ive adva*ta*e should be protected wi*hin the firms. However,
</line>
<line>
the resourc*-based vie* reco**izes, in a more cu*rent approach, that value genera*ion may
</line>
</par><par>
<line>
als* result from combin*tions
</line>
<line>
of intern*l r**ources with ex*sting resources beyo*d the
</line>
</par><par>
<line>
b*unda*ies of *he firm.
</line>
</par><par>
<line>
This advance is e*i*enced by the focus on t*e formation of competitive ad*an*age
</line>
</par><par>
<line>
initial*y from t*e internal
</line>
<line>
resource* to ** overall v*ew, *onsiderin* the im*ortance of
</line>
</par><par>
<line>
relational res*u*ce* and th* in*titutional *nvironment in whi** fir*s *xist (Viana, *eto,
</line>
<line>
&
</line>
</par><par>
<line>
*ñez, 2014).
</line>
</par><par>
<line>
2.4 D*namic capabilities
</line>
</par><par>
<line>
C*mpa*ies that pres*nt adv*n*ages in a global marke* can *apidly respond with
</line>
</par><par>
<line>
product i*nova*io* and
</line>
<line>
flex*bility. They *lso can manage, *oo*din*te and esta*li*h
</line>
</par><par>
</page><line>
*ompe*ences, in internal and extern*l e*vir*nmen*s (*eece & Pi*ano, 1994).
</line>
<line>
Rev. *SA, Teresi*a PI, v. 18, n. *1, *rt. 1, p. 3-24, ja*. *021 www4.fsane*.com.br/revista
</line>
</par><page>
<par>
<line>
E. L. Ca*arotto, E. Bi*ott*, *. C. Malafaia, M. P. Martínez
</line>
<line>
10
</line>
</par><par>
<line>
*ynamic c**abilitie* i* de*ined as *h* int*lligence of a co*pany to integrate, develop
</line>
</par><par>
<line>
or redesign *ts
</line>
<line>
i*ternal and external co***ten*es to *ompete in envir*n*en*s that change
</line>
</par><par>
<line>
quickly (Teece, Pisano & Shuen, 1997). *t *eflects the firm\s ability t* develop inn*vati*e
</line>
<line>
wa*s of obtaining competiti*e adva*tage *s well as *nviro*mental con*iti**s in t*e marke* i*
</line>
<line>
wh*c* the co*pany *pera*es.
</line>
<line>
Dynamic capabiliti** as a so*r*e of competit*ve advan*age, "dynamic*" is the chan*es
</line>
<line>
of environmental chara*terist*cs r*sulting *rom th* ne*d for stra*egic responses *n a market in
</line>
</par><par>
<line>
which tim*-to-ma*ket (per*od of analysis a*d product launching
</line>
<line>
in th* market) **d tim*ng
</line>
</par><par>
<line>
(r*sponse the right **me) are crucial. "Capability" the s*rateg*c *anagement, adequacy,
</line>
</par><par>
<line>
in
</line>
<line>
i*
</line>
</par><par>
<line>
*nd adaptatio* of organizational abilities in internal a*d external **vironments, as *el* *s the
</line>
<line>
management *f resources an* c*mp*te**ie* to ch*nge *uch *nviron*ents (**ece & Pisan*
</line>
<line>
(1*94).
</line>
</par><par>
<line>
*eirelles and C*ma*go (2*14) highlight*d that studies on dynamic *apabilitie*
</line>
<line>
has
</line>
</par><par>
<line>
ra*idly evolve* f*r diver*e areas of knowled*e, *ainly in dynamic mar*e*s with c*ntinuous
</line>
<line>
*echnolog*cal c**nge*. Th*s he*p* *o maintain a compe*itive advantage. T*e same occurs *n
</line>
</par><par>
<line>
compl*x environm**ts where strategic resour*es an* inte*nal co*pete*cies,
</line>
<line>
by themselves,
</line>
</par><par>
<line>
*r* not enough.
</line>
</par><par>
<line>
Wi**er (2003), app*oa*hed dynamic c*pab*l*tie* *ith a m*re comprehensive concept,
</line>
</par><par>
<line>
based *n the organiz*tiona* r*u*ine: an
</line>
<line>
organiza*ion** ca*ability is a high-level routine
</line>
<line>-</line>
</par><par>
<line>
b*havior that is le*rned, highly sta**ardiz*d, repetitiv*
</line>
<line>
or *uasi-repetiti*e, in p*rt base*
</line>
<line>
on
</line>
</par><par>
<line>
tacit knowled*e - w*ich gives the m*nage**nt a *et of dec*sion opti*ns to **odu*e significant
</line>
<line>
r*sults.
</line>
<line>
Accordi** to Eisenha*dt and Martin (2000, p. 1105), "dynam*c capa*il*ties *re a set of
</line>
<line>
s*eci*ic and ident*fiable proc*sses such as produ*t develo*ment, s*ra**gic decision-mak*ng,
</line>
</par><par>
<line>
**d all*ancing". Dynami* *apabilities *ontain idiosyncrati* featu*es in the*r
</line>
<line>
details
</line>
<line>
an*
</line>
</par><par>
<line>
emerge fr*m
</line>
<line>
past sit*ations (path *epen*en*e). How*ver, the*e ar* *oin*s *f s*gnifican*
</line>
</par><par>
<line>
con*ergence betw*en firms and, from the managerial sphere; s*ch po*nts are
</line>
<line>
called "best
</line>
</par><par>
<line>
practices".
</line>
</par><par>
<line>
*las***ication for d*namic capabilities is divided into two views (Meirelles, &
</line>
</par><par>
<line>
Cam*rgo, 2014). The *irst
</line>
<line>
*ompr*s*s a *et of behavior*, organizat*onal a**litie*
</line>
<line>
and
</line>
</par><par>
<line>
ca*abil*ties and the second, proces*es an* routine* *f organizations. The e*iste*ce of dynam*c
</line>
</par><par>
<line>
c*pabilities
</line>
<line>
in the con*inuous accum*lat*on of *xperiences and kn*w*edge base of an
</line>
</par><par>
<line>
organi*atio* is consider*d. The authors **oposed a more comprehensi** def*nition bas*d on
</line>
</par><par>
<line>
*ehavior*
</line>
<line>
and abilit*es; routines an*
</line>
<line>
p*ocesse*; an* mechanisms of
</line>
<line>
*ear*in* a*d
</line>
<line>
g*vernance
</line>
</par><par>
</page><line>
R*v. FSA, Tere*in*, v. 18, *. 01, art. *, p. 3-*4, *an. 2021
</line>
<line>
www4.fsanet.com.br/revista
</line>
</par><page>
<par>
<line>
Big *at* *nd C*m*etitive Advanta*e: Some Dir*ctions *nd Uses
</line>
<line>
11
</line>
</par><par>
<line>
of the knowledge.
</line>
</par><par>
<line>
3 METHODS
</line>
</par><par>
<line>
To answe* the four questions *roposed in this pa*er the syst*m*tic *i*erature review
</line>
</par><par>
<line>
**th t*e a*pro*ch proposed b* Fin* (2013) wa* *sed, com**i*ed seven steps: 1) raising
</line>
<line>
a
</line>
</par><par>
<line>
research question; 2)
</line>
<line>
databa** selection; *) choo*ing res*arch issues; 4) a*plicatio* of *he
</line>
</par><par>
<line>
p**ctical s*lection **iteria; 5) application of the m*thodical selecti*n criteria; 6) review; 7)
</line>
<line>
*ynt*e*is of res*lts. Suess-Reyes and Fuetsch (20**), T*onema*n and **humann (20*8),
</line>
<line>
Bar*h and Rieckmann (***6) a*d Osagi* et *l. (2016) *lso adopted th*s pro**dure.
</line>
<line>
Aft*r raising the r*sea**h qu*s*ion*, three databases widely used in re*ear*h o* ar*as
</line>
</par><par>
<line>
of ad**n**t*ation were selec*ed: Web of Science; *c***c* D*rect; an* Scopus. *he
</line>
<line>
database
</line>
</par><par>
</par>
<par>
<line>
fo*lowing the sa*e reasoning li*e
</line>
<line>
prop*sed by Suess-Reyes an* Fuetsc* (2*17). W*rk
</line>
</par><par>
</page><line>
papers, symposium and *onf*renc* publica*ions, *s we*l as m*nuals and book ch*pters were
</line>
<line>
exc*uded.
</line>
<line>
*n step 1, a wide *e*rch *f documents i* th* three database* was do** u**ng
</line>
<line>
competitive adv*ntage and Big Data *erms. *he se*rch for the terms were t*tle, a*stract and
</line>
<line>
keywords. Th* search criteria *o* selecting *nd i*cludi*g ar*icles we*e: full art*cles and open
</line>
<line>
Rev. F*A, Teresina PI, v. 18, n. 01, art. *, p. 3-24, *an. 2021 www4.fsan*t.com.br/revista
</line>
</par><page>
<par>
<line>
E. L. Ca*arotto, E. Bin*t*o, G. C. Mal*faia, *. P. Martín*z
</line>
<line>
12
</line>
</par><par>
<line>
ac*ess in the Por*al Peri*dicos CA*ES; scientific
</line>
<line>
pap*r fro* journ*ls with peer revi*wer
</line>
</par><par>
<line>
classifie* *n Quartil 1 (Q1) or Qu*rtil 2 (Q2) according wit* JCR I*dex; *ublished in English
</line>
<line>
between January 2010 to December 2017; Admini*tratio*, Economi*s, *ccounting, Finance,
</line>
<line>
Comp*ti*g, Engin*ering a*d IT ar*a* were co**idered. Journ*ls from Co*p*ting,
</line>
<line>
Eng*neering and IT *reas were included sin** th*t t*e Administrat**n area was at th* scope.
</line>
<line>
T*e se*rch res*lted in 144 articles.
</line>
<line>
In st*p 2, d*plic*t* arti*l*s, p*blications in n*n-English language, docum**ts *ot
</line>
<line>
availa*le in f*ll v*rsion and othe* kind o* docume*ts, w*th ju*t two terms a*d t*ey were no*
</line>
</par><par>
<line>
re*ated,
</line>
<line>
out *f the are*s esta*lis*ed and
</line>
<line>
they n*t cl*ssif*e*. Tittles and abstracts were
</line>
</par><par>
<line>
exa*ined and eliminated 1*7 do*uments, 78 dupl*cated, and 29 for not addres*in* the
</line>
<line>
research approac*es in this part of th* paper.
</line>
<line>
In step 3, all *r*icles were re*d a*d eight artic*es *ere excluded *u* to *he f*l**wi*g
</line>
</par><par>
<line>
reaso*s: una*ailability; non-English publi*at*on;
</line>
<line>
not add*es*ing the research ap***a**; and
</line>
</par><par>
<line>
n*n-*cademi*al *ublic*tion (*anual). Finall*, *9 a*ti**es *omposed the d*taba*e f*r anal*sis.
</line>
<line>
4 FINDINGS AND DI*CUSSION
</line>
<line>
T* analyze the re*ults, the previous*y introd*ced *ese*rch questions will be taken up:
</line>
<line>
1. Do the a*ticles jointly address the term* Big D*t* and competi*ive adv*ntage?
</line>
</par><par>
<line>
*he an*lysis was
</line>
<line>
p**formed on articles se*rched on datab*ses from *010 to 2017.
</line>
</par><par>
<line>
Figure 1 *hows the evolution of the sci*ntific p*b*i*ations and *he n*mber *f authors ov*r the
</line>
<line>
rese*r*hed period, consid*ring only tho*e 29 se*ected articles:
</line>
</par><par>
</page><line>
*igure * - Ev*l*ti*n of **e **mber of publica*ions and author*
</line>
<line>
Rev. FSA, *eresina, *. 1*, *. 01, art. 1, p. 3-24, jan. 2021 www4.*sanet.com.br/revista
</line>
</par><page>
<par>
<line>
Big *ata an* Co*petitive Advantage: Some Directions and Uses
</line>
<line>
13
</line>
</par><par>
<line>
Source: pr*p*red by aut*ors *ase* in res*a*ch *ata.
</line>
<line>
The*e were no publications t*at j*intl* *ddressed B*g Dat* and *omp*titive advant*ge
</line>
</par><par>
<line>
between the year* 2*10 and
</line>
<line>
2013. The number of pub*ications an* authors *a** gradu*lly
</line>
</par><par>
<line>
i*creased from 2013. T*e aut**rship ev***tion, four fr*m th* 86 listed au*hors stand out with
</line>
<line>
*he publications: Liu, Y. (201*a, 2017b); Carayannis, *. G. (*013, 2017); Ren, S. (2017a,
</line>
<line>
2017b); * Zhang, Y. (2017a, 20*7b).
</line>
<line>
Th* art*cles we*e published in 2* different journals. The Jo**n*l *f *leaner Prod*ctio*
</line>
<line>
**d the *ournal o* Knowle*ge Man*geme*t wit* t*ree *rti*les each one, followed by
</line>
<line>
Californi* *anagement Review, Inform**ion & Management, International Journal of
</line>
</par><par>
<line>
Production Econ*m*cs a*d Journal of Intelligence Stu*ies in Busin*ss, wi*h two a*ti**es
</line>
<line>
on
</line>
</par><par>
<line>
th* issue of *his *tud*.
</line>
</par><par>
<line>
2. The autho*s l*st Big Data as a **nerator of comp*titive advantage?
</line>
</par><par>
<line>
Some authors\ s*gned rela*ing Big Data to the gene*atio* o* **mpetitive advanta*e as
</line>
<line>
well *s techni*ues and me*ho*s used to *reat* the advantages. *f the 29 selected articl*s, 17
</line>
<line>
st*dies ad*re*se* Big Da*a as a *enera*or of competitiv* advantage *u*h as: Alharthi, Kroto*
</line>
<line>
*nd Bowman (2017); Carayannis et al. (2017); C**ura*ia and Rosi* (20**): Côrte-Real,
</line>
<line>
Ol*veira a** Ruivo (2017); Grover and Kar (2*1*); *han and Vo*ley (2017); M*tthias et a*.
</line>
</par><par>
<line>
(2*17); Wang and
</line>
<line>
Byrd (2017); Zhang et al. (2017a); N*durupati, Tebboune and Ha*dman
</line>
</par><par>
<line>
(*016); Gupt*
</line>
<line>
**d
</line>
<line>
Geo*ge (2016); He et al. (2015); Opresnik *nd Tai*ch (2015); Tan et
</line>
<line>
al.
</line>
</par><par>
<line>
(2015); Fawcett and Wal*er (2014); Kabir and Cara*annis (20**); and Ribarsky, Wang an*
</line>
<line>
Dou (2013).
</line>
</par><par>
</page><line>
Re*. FS*, Teresina PI, v. 18, n. 01, art. 1, p. 3-24, jan. 2021
</line>
<line>
w*w*.*sanet.co*.br/revi*t*
</line>
</par><page>
<par>
<line>
*. L. Ca*arotto, E. Bi*otto, *. C. Malafaia, M. P. Martínez
</line>
<line>
14
</line>
</par><par>
<line>
In t*e other 1* ar**cl*s, the r*lationship presented was
</line>
<line>
in*irect. The e**cu*ion of
</line>
</par><par>
<line>
pr*cesses that in*luded *ig *ata can re*u*t in the ge*e*a*ion of comp*titive advantage. In th*
</line>
<line>
*ajo*ity, the competitive adv*nt*ge is menti**e* in a **n*ric w*y.
</line>
<line>
3. D* the au*h*rs classify Big Data in *he context *f th* r*source-ba*ed vi*w, dynamic
</line>
<line>
ca*abilitie* or both?
</line>
<line>
Few a*th*rs make Big Data classifica*ion expl**it within the r*s*urce-based view and
</line>
<line>
dyn*mic capa**lities. Only Nud*rupati, Tebboune, and Hardman (2016) c*assified *ig Dat*
</line>
<line>
*s a compa*y resou*ce an* a**roach it by the re*ourc*-bas*d vi*w. Carayanni* e* a*. (2017);
</line>
</par><par>
<line>
Côrte-Real, Oli*eira
</line>
<line>
a** R*ivo (2017); Wang and Byrd (2017);
</line>
<line>
and Kabir and Carayannis
</line>
</par><par>
<line>
(*013) approa*hed *ig Data by the dy*a*ic c**ab*l*ties o* a firm.
</line>
<line>
On the other hand, Gup*a and George (2016), Opresnik and T*isch (2*15) used bo*h
</line>
</par><par>
<line>
**p*oa*h*s *o justify Big Data as
</line>
<line>
a
</line>
<line>
ge**rat*r of co*petitiv* advantage*. The las* autho*s
</line>
</par><par>
<line>
considered r*sources as a source of com*etitive *dvant*ge; however, resour*es cannot per*ist
</line>
</par><par>
<line>
in *y*amic e*vir***ents,
</line>
<line>
therefor*, cannot be a s*stainable *dvantage. To
</line>
<line>
avoid th*s,
</line>
</par><par>
<line>
capabi*ities sh*uld result in supe*ior performance. The con*tru*tion of dynam*c cap*bilities *s
</line>
<line>
c*uc*al *or "constant pursuit of the r*newal, r*configura*ion and r*-creation of *esources an*
</line>
<line>
capabilities to addre*s the environme*tal c*ange [...] the \ul*imate\ organi*ation*l cap*bilities
</line>
<line>
t**t are c*nducive to *ong-term *er**rmance" (*presnik & *aisch, 201*, p. 182).
</line>
</par><par>
<line>
4. W h at k i n d
</line>
<line>
** approach did the
</line>
<line>
aut**rs use to consider
</line>
<line>
Big Data as
</line>
<line>
a
</line>
<line>
ge*erat*r of
</line>
</par><par>
<line>
com*etitive *dvanta*e?
</line>
</par><par>
<line>
A**ordin* to the answer* f*r t*e
</line>
<line>
q**stion two, 17 studies a*dr*ssed Big *ata as
</line>
<line>
a
</line>
</par><par>
<line>
g*nerator o* competit*ve advantage in a diversity of
</line>
<line>
approaches *uch as kn**ledge
</line>
</par><par>
<line>
management; *er*ormance ma*agement; *arketi*g str*tegy; productio*
</line>
<line>
str**egy; d*cis*on-
</line>
</par><par>
<line>
*akin*; *rganizational proce**es; and resources and ca*acities (T*ble 2).
</line>
</par><par>
<line>
**ble 2 - *ig Data **lat*onship with Competitive A**antage approach
</line>
</par><par>
<line>
*ppr*ach
</line>
<line>
*uth*rs
</line>
</par><par>
<line>
Knowledge management
</line>
<line>
Khan and Vo*ley (2017); Ca**yannis et al. (*017); Cô**e-R*al, ***veira and R*ivo (*017); Kabir and Caray*n*is (2013).
</line>
</par><par>
<line>
Performance **nag*ment
</line>
<line>
**durup*ti, Tebb*u*e and Hardman (2016); Fawcett a** Wal*er (2014).
</line>
</par><par>
<line>
Marketing strategy
</line>
<line>
He et al. (**15); *ib*rsky, W*ng an* D*u (2**3).
</line>
</par><par>
<line>
Product*on *tra*egy
</line>
<line>
Zh*ng *t al. (2017a); *p*esnik *nd Ta*sch (2015).
</line>
</par><par>
</page><line>
Rev. FS*, *eresina, v. *8, n. 01, art. 1, p. *-24, jan. 2021
</line>
<line>
*ww4.fsanet.co*.br/revi*ta
</line>
</par><page>
<par>
<line>
Big Data and *om*eti*ive Advantage: Some Dir*ctions and U**s
</line>
<line>
15
</line>
</par><par>
<line>
Organizat***al processes
</line>
<line>
Matth*as et al. (2*17); Chaurasia a** Rosin (201*).
</line>
</par><par>
<line>
D*c*s*on-maki*g
</line>
<line>
*ang and *y*d (2017); *lhar*hi, Krotov and Bowm*n (20**); Tan et *l. (2015).
</line>
</par><par>
<line>
Organi*ational resources
</line>
<line>
Grover and *ar (2017); Gupta and George (*01*)
</line>
</par><par>
<line>
Source: Web of Scienc*, Science **rect **d Scopus (2017).
</line>
<line>
*ll articl*s an*lyzed i* this phase ad*res*ed Bi* *a*a as a gen*rat*r of c*mpetitive
</line>
<line>
adv*ntage by different approach*s. Th*se ap*roache* have in common t*e generat*on,
</line>
<line>
acq*isition, an* storage of **ta *s *ell a* the conce*n *ith *roce*sing the* t* extra*t
</line>
<line>
in*ormation useful for th* creatio* of competitive adv*ntage.
</line>
<line>
Kno*l*dge management w** ind*cat*d by Khan an* Vor*ey (201*) as a key factor in
</line>
<line>
*fficient business processes a*d competitive adv*ntage. The authors designated the Big Data
</line>
<line>
textua* anal*sis as a *nowledge man*ge*ent facilitator. Ac*ordin* to the authors, generat**g
</line>
<line>
qua*ity knowledge t*rough Big Data *n*lysis i* of fundamental im*ort*nce for the
</line>
<line>
develo*ment of *ompetitive advantages.
</line>
<line>
Competiti*e advantages ***ult from k*owl*dge managem*nt and decision-maki*g **
</line>
</par><par>
<line>
the org*nizat**nal inte*ligence c*ntex*. *eci*ion-makin* re**ires
</line>
<line>
understanding a*d
</line>
</par><par>
<line>
dim*nsioning of
</line>
<line>
the Big Da*a exploi*ation p*oce*ses, in which the most **po*tant aspect is
</line>
</par><par>
<line>
the proactive analysis, targeted to improve both t*e
</line>
<line>
individual a*d the team performance*
</line>
</par><par>
<line>
within org*nizations (Cara*ann*s e* al., 2017).
</line>
</par><par>
<line>
The a*option of Big Data analysis allows effective k*owledge management (both
</line>
<line>
internal **d external) tha* *elp* *o i*crease *he firm\s agility *hr*ugh t** id*ntificati*n of
</line>
</par><par>
<line>
thre**s and *ppo*t*n*tie*, us* of opp*rt*n*ties a*d attainment of competitive adva*tage
</line>
<line>
by
</line>
</par><par>
<line>
adju*ting th* technologi*al enviro*ment (Côrte-Real, Oliveira & Rui*o, 2*17).
</line>
</par><par>
<line>
Efficient B*g Da*a ma*a*em**t can pro*uc* sources
</line>
<line>
o* compet*tive adv*ntages.
</line>
</par><par>
<line>
Howev*r, there i* a need fo* c*mbining staf*, tools, and data, t*gethe* *ith the dev*lopmen*
</line>
</par><par>
<line>
of a data-oriented culture. *a*a *reated
</line>
<line>
*uring ope*ating processes an* *ct*vitie*, as*o*iated
</line>
</par><par>
<line>
with the de*el*pment ** staf*\s a*ilitie*, can be a grea* pot**tial for developi*g a competiti*e
</line>
<line>
adv*nta** (Kabir & Caray*nnis, 201*).
</line>
</par><par>
<line>
N*du*upati, Te*bo*n*, and Har*man (2016)
</line>
<line>
*pproac* Big *ata
</line>
<line>
by o*ganizational
</line>
</par><par>
<line>
performance manag*men*. Organizat*ons i*te*e*ted in t*c*no*ogic*l deve*opments such as
</line>
</par><par>
<line>
the Internet of Things (IoT) or social media mi*h* creat* new prod*cts and busi*ess mode*s.
</line>
<line>
Currently, data are easy to ob**in and h*ve a low *aintenanc* **s*, which i* a good reaso* to
</line>
<line>
use *ig Data (Fawcet* & Waller, 20*4).
</line>
</par><par>
</page><line>
Rev. FSA, Teresina PI, v. *8, n. 01, art. 1, *. 3-*4, jan. 2021
</line>
<line>
www4.fsanet.com.*r/revista
</line>
</par><page>
<par>
<line>
E. *. Casa*otto, E. Binotto, G. C. Malafai*, M. P. Ma*tín*z
</line>
<line>
1*
</line>
</par><par>
<line>
He et al. (2015) developed a market analysis t*ol based ** ma*keting strategi*s
</line>
<line>
(comm*rcializat*on). Com*a*ies should develop *bili*ies of so*ial m*dia *ompetitive an**ysi*
</line>
<line>
to *rod*ce dif*eren*ia*s ov*r com*etitors and in an inno**tive approach to eval*ate, mo*itor
</line>
<line>
*nd compare **cial med*a da*a ** vari*us brands *n* c**panie*.
</line>
<line>
Moni**rin* mar*et actions throu*h Big Data *s impor*a*t becau*e Bi* Data ana*y*es
</line>
</par><par>
<line>
are linke* *o strateg*e* th*t, in *ertain circumstances, can
</line>
<line>
dr*v* th* us*rs\ act*ons on
</line>
<line>
so*ial
</line>
</par><par>
<line>
*edia such as Twit*er and Fa*ebook (Ri*arsky, Wang & Do*, 2013).
</line>
<line>
*ig *ata is also linke* to production str**egi*s of products and services. T*e
</line>
<line>
e**loit*tion of Big Data can be the *ext **ep for the value cr*ation after prod*ct actualizat*on
</line>
<line>
in a manu*actur*ng ser**ce ecosys*em (MSE). A manufac*uri*g company *an d**fer**tiate by
</line>
</par><par>
<line>
the type
</line>
<line>
o* Big Dat* exp*oitatio* strat*g* and eff****nt Big Data use *n the ser*itiz*t*on
</line>
</par><par>
<line>
proc**s, thus *timulat*ng the most important of the "Vs" - Value (Opres*ik & Tais*h, 20*5).
</line>
<line>
Z**n* et al. (2017a) affirm t*a* companies can strategically differentiate in the market
</line>
</par><par>
<line>
by using Big *ata r*s*u*ces
</line>
<line>
com**n*d with a s*rv*ce-*r*e*ted manufa*turing model. The
</line>
</par><par>
<line>
mastery of advanced technology *ombine* w*th a service-oriented mo*el
</line>
<line>
can effect*vel*
</line>
</par><par>
<line>
*n*rease the c*mpe*itive advant**e of c*m*anies.
</line>
</par><par>
<line>
Efficient **n*g*ment *nd improvements i* the or*anizational *roc*sses are
</line>
</par><par>
<line>
*mporta*t to make
</line>
<line>
st*ategie* work. The *ig Data solutions
</line>
<line>
applied to t*ese
</line>
<line>
p*ocesses offe*
</line>
</par><par>
<line>
c**ditio*s for
</line>
<line>
organizati*ns exploitin* and making use of the tech*olo*y to create
</line>
</par><par>
<line>
compe*iti*e a*vantage*. Such applicati*n is highl*gh*ed s*nce socia*, te*hn*logical and human
</line>
<line>
dema*ds o*cur. C*nseque*t*y, these current demands mu*t be met a* th* long-*e*m real
</line>
<line>
advantag* is reache* (Matthias et al., *017).
</line>
<line>
O* the other hand, the us* of Big Data can *till be a com*lex org*nizational proc*ss,
</line>
</par><par>
<line>
espe*iall* with reg*rd
</line>
<line>
* o t he
</line>
<line>
*s e of
</line>
<line>
an appro***ate platfor* for th* organi*ational
</line>
</par><par>
<line>
in*rastructure. The pro*ess o* deve**ping usab*lity *apabilities will also d*man* the atten*i*n
</line>
<line>
of ma*age*s. *hi* proce*s consolidated c*u*d generate compet*tive a*vantages for
</line>
<line>
organizat*ons (*haurasia & *osin, 2*17).
</line>
</par><par>
<line>
In ge*eral, manag*ment proc*sses are d*iven by decis*on-making, which should
</line>
<line>
be
</line>
</par><par>
<line>
ma*e with a b*si* on diverse in*ormation and s*tuations observed
</line>
<line>
from various sources. Big
</line>
</par><par>
<line>
Dat* appears as an important to*l and source of competiti*e advantage.
</line>
</par><par>
<line>
Conceptual m*dels in inform*t*on technolo*y
</line>
<line>
** i ng t he
</line>
<line>
views of resou*ces and
</line>
</par><par>
</page><line>
c*pabilities can i*f*uen** the effe*tiv*ness of d*cision-making. Howe*er, this is an a*ea *hat
</line>
<line>
**eds *o *e *e***r explored to **come e*f*ctive (Wang & Byr*, 2017).
</line>
<line>
Re*. FSA, T*resina, v. 18, *. 0*, ar*. *, p. *-24, jan. 202* www4.fsan*t.*o*.br/re*ista
</line>
</par><page>
<par>
<line>
*ig *ata an* Compet*tive **van*age: Some Directio** a*d U**s
</line>
<line>
17
</line>
</par><par>
<line>
The pote*ti*l of **ow** is big; however, B*g Data can onl* g*ne*ate c*mp*tit*ve
</line>
</par><par>
<line>
advantage if *anag*rs use *e*h*iq*es that stru*ture and link various data se*s
</line>
<line>
to *reate a
</line>
</par><par>
<line>
cohere*t ima*e of a specific problem. Extracti*g impo*tant and *se*ul information for a be*te*
</line>
</par><par>
<line>
view of the problem i*
</line>
<line>
the key to obt*in a competitive advan*age in
</line>
<line>
d*n*mic business
</line>
</par><par>
<line>
enviro*ments (Tan et a*., 2*15).
</line>
<line>
Bi* Data and its ca*acity f** anal*zi*g and usin* co*plex *a*a se*s a*e increasingly
</line>
</par><par>
</par>
<par>
<line>
century. The Big Data potential of increasing in*er*al a** *xtern*l efficiency and im*r**ing
</line>
<line>
t*e *r*fitabi*ity *nd compe*itiveness of organizati*n* i* ve*y big (Alhar*hi, Krotov &
</line>
<line>
Bowman, 2017).
</line>
<line>
**tho*g* not e*plic*tly, the *tudy o* Grover and Kar (2017) presen*e* Big Dat* and i*s
</line>
<line>
variable* as a* org*niz*tional resou*ce. *or t*e aforeme*tioned *ut*ors, the correc* choice
</line>
<line>
of tools *or a given foc**, allows to ide*tify problems and, consequently, to elaborate a set o*
</line>
<line>
*pproaches or means for the s*luti*n o* these. Thu*, Big Data and its *pplication* are tools for
</line>
<line>
*olving complex problems in v*rious or*aniz*tional environments (G*over & Kar, 2017).
</line>
<line>
H**ever, the B*g Da** potential **r competitive adva*tage should *e nec*ssar*ly
</line>
</par><par>
<line>
as*ociated with *h* r*sou*ces *nd capacities *f orga*izations, a*
</line>
<line>
previously m*ntione*. This
</line>
</par><par>
<line>
was previo*s
</line>
<line>
poin**d by Gupta and George (2016), t**t B*g Data c*n
</line>
<line>
g*nerat* competitive
</line>
</par><par>
<line>
advanta*e when used together wit* oth*r cap*cities *f the firm.
</line>
<line>
Finally, human a*il*t*e* and intangible resources are neces*ary. I* a*dition t* tech*ical
</line>
<line>
and managerial *vailab*lity, it is important f*r * co**any to ap*ly all the org*nizational
</line>
<line>
lear**ng and culture to e**a*ce the Big Data potential. According to *upta and Ge*rge
</line>
<line>
(2016), only t*e conjoint effe*t o* resources *ould cre*te a sp*cific ca*a**ty f*r the firm. By
</line>
<line>
itsel*, it i* not probable th** Big Data could represent a *our** *f comp*t*tive advantage sin*e
</line>
<line>
Big D*ta can *e accessed by many organizations.
</line>
<line>
5 CONCLUSION
</line>
<line>
This paper provided a sy**ematic literatur* r*view on the *ig Data and comp*ti*ive
</line>
<line>
*dv*ntage issue*. In the res*lts of 29 a*ticles, ana*yzed *ig Data is appro*ched as a generator
</line>
</par><par>
<line>
of competitive advanta*e. H*wev*r, seven articles c*ass**ied *n the perspect*ve of
</line>
<line>
* he
</line>
</par><par>
<line>
resource-bas*d view *r dynamic
</line>
<line>
capabilities, **ur ad*resse* to dynami* capa*ity, one
</line>
</par><par>
</page><line>
*esource-based view and t** other* addressed to both pe*specti*es.
</line>
<line>
Re*. FSA, Ter*sina PI, v. 18, n. 01, art. 1, p. 3-24, jan. 2021 w*w4.fsanet.com.br/revist*
</line>
</par><page>
<par>
<line>
E. L. C*saro*to, E. Binott*, G. C. Mal*faia, M. P. Martínez
</line>
<line>
18
</line>
</par><par>
<line>
In *hese articles, se**ral ***roaches justify the generation, or ma*ntenance, of
</line>
<line>
co*petitive a*vant*ges by using Big Dat* resourc*s, either by *s*ng B*g Dat* analysis, or by
</line>
<line>
usi*g l*rge vo*umes of data in conjun*tion wi*h othe* to*ls.
</line>
<line>
Alt*ough the analys*s *f the a*ticles d*d not m*ke it explicit, *e believ* *hat *he best
</line>
<line>
way to analyze *nd describe Big D*ta as a gen**ator *f compe**tiv* adv*ntage is th**ugh its
</line>
</par><par>
<line>
*ntegrat**n with *he res**rce-based *iew based and *ynamic ca*abil**ies. Seem
</line>
<line>
to b* v*l*d
</line>
</par><par>
<line>
cla*sif* data
</line>
<line>
as an enterpri*e asset, because re*ources are need*d to foster the generation,
</line>
</par><par>
<line>
storage, processi*g *f data, as well as financ*a* and human resources.
</line>
<line>
It still difficu*t to a*f**m th*t *i* Da*a c*n g*nerate a competitive *d*an*age o*ly from
</line>
<line>
a resource-based view, especial*y i* the long term. This is because resou*ces are a**ilable for
</line>
</par><par>
<line>
an* *rganizati*n. *herefo*e, peculiar *r ex*lusive info*mation, o*ce
</line>
<line>
ob**ined, would *e the
</line>
</par><par>
<line>
d*fferent*ator *o a*d val*e in a *roduct or s*rvice. Th* *iffer*ntial would *e a rar*t* because
</line>
</par><par>
<line>
the informa*io*
</line>
<line>
is not a*ailab*e to competit*r*; thus, difficult t* *mi*a*e and co*se*u*ntly
</line>
</par><par>
<line>
irr*placeable.
</line>
</par><par>
<line>
On the one h*nd, the resource-**s*d vi** c*n de*ine Bi* Data as **e generator of
</line>
<line>
competit*ve advantage, *ec*use organizations need sp*cific cap*bi*ities to ext*ac* val*able
</line>
</par><par>
<line>
in*ormat*on to create
</line>
<line>
competit*ve a*van*age in d*nami* and compet*tive **sines*
</line>
</par><par>
<line>
enviro*ments. *ynam*c
</line>
<line>
*apabilit*es *an comp*ement t*e resource-based view
</line>
<line>
analysis to
</line>
</par><par>
<line>
ex*l*in **w *ig Dat* can gen*rate a com*etitive advantage.
</line>
<line>
The lack of a robust t*eoretical f*a*e*ork *or Big Dat* analysi* *s evidenced by the
</line>
</par><par>
<line>
predominanc* of descri*ti*e article* and practical rep*rt*. H*nc*, more elemen*s
</line>
<line>
a**
</line>
</par><par>
<line>
n*cessary to clas*ify Big Da*a as a gene*ator of
</line>
<line>
competitiv* a*vantage **ly i* the res*urce-
</line>
</par><par>
<line>
b*se* v**w. Yet, *ynamic capabilities sho**d co*plement Big Data whe* t*is *s classif*ed as
</line>
<line>
a reso*r*e.
</line>
<line>
In practice, organizati*ns need *apid adaptations to create a compe*itive *dvantage by
</line>
</par><par>
<line>
using the va*t
</line>
<line>
*vai*ability of data *xisting under the *ost diver*e forms **d levels of
</line>
</par><par>
<line>
s*ruct*ri*g. For this, moder* equipment, up-to-dat* p*ocess*s, intelligent systems, a*d user
</line>
<line>
train*ng are indispens*b*e.
</line>
</par><par>
<line>
*his revi** contribute* to discussions
</line>
<line>
on the *tate-of-the-ar* of t*e theme* here
</line>
</par><par>
</page><line>
sug*ested: Big *ata; *omp*t*tive ad*an*age; resou*ce-based view; *nd d*namic capab*li*ies,
</line>
<line>
them*s *ha* are little *iscussed c*n*ointly in the searched li*eratu*e.
</line>
<line>
Th* majo* limitations of this st**y *ere the content of so*e *ub*ic*tions\ abstracts
</line>
<line>
tha* did *ot describe clearly or no* b*ing evidence ab*u* the us* of resource-based view and
</line>
<line>
dynamic ca*abilit*es i* its discussion, and the **a**ic*l bias of the most publi**tions *howi*g
</line>
<line>
Rev. FS*, Tere*ina, v. *8, n. 01, *rt. 1, p. 3-24, j*n. 2021 www4.fsa*et.com.br/revista
</line>
</par><page>
<par>
<line>
Big Data a*d *ompetitive Advant*ge: Some Directions a*d Uses
</line>
<line>
1*
</line>
</par><par>
<line>
littl* theo*et*cal
</line>
<line>
disc*ss*o*s. The lack o* th*o*etical ba*k*r*und in the articles is
</line>
<line>
probabl*
</line>
</par><par>
<line>
becau** Big Data *s a new theme with u**n*wn facets, **t*ou*h much discussed. Howev*r,
</line>
<line>
t*is i* only an assum*t**n, *ithout the p**tensio* o* being confirmed by th*s research.
</line>
<line>
For future *es*ar*h, it is su*ge*ted *o deep*n *n other f*elds *f science that mig*t
</line>
<line>
benefi* fr*m Big Data, exp*or*ng all p*ssible al*ernati*es of us*. In t*e context of the applied
</line>
</par><par>
<line>
*ocial sci*nces, it is pr*posed more cover*ge for t*e **bject,
</line>
<line>
a*dressing not ***y t*e
</line>
</par><par>
<line>
c*mpetitive adv*nta*e b*t also the strategic b*siness management.
</line>
</par><par>
<line>
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CA*AROT*O, *. L; BINOTTO, *; MALAFAIA, G. C; MART*NEZ, M. P. B*g
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