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Industrija
2016, vol. 44, br. 2, str. 117-144
jezik rada: engleski
vrsta rada: pregledni članak
objavljeno: 10/11/2016
doi: 10.5937/industrija44-10036
Creative Commons License 4.0
Fenomen 'big data' - uticaj na poslovno i javno okruženje
Univerzitet u Beogradu, Ekonomski fakultet

e-adresa: biljanak@ekof.bg.ac.rs

Projekat

Rizici finansijskih institucija i tržišta u Srbiji - mikroekonomski i makroekonomski pristup (MPNTR - 179005)

Sažetak

Predmet istraživanja u ovom radu je fenomen velike količine podataka ('big data') i primena 'big data' tehnologija za potrebe preduzeća, sa posebnim akcentom na marketing i trgovinu. Cilj istraživanja je da se napravi sveobuhvatan pregled različitih rasprava o karakteristikama, mogućnostima primene, dostignućima, ograničenjima i budućnosti razvoja koncepta 'big data'. Na osnovu relevantne literature u radu je predstavljen koncept i diskutovan potencijal uticaja velike količine podataka na poslovne aktivnosti. Jedan od najvažnijih zaključaka je da velika količina podataka u poslovnoj areni dovodi do pojave novih poslovnih modela, kao i izmene već postojećih modela. Značajan deo rada je posvećen marketingu i marketinškim istraživanjima koja su pod snažnim uticajem fenomena 'big data'. Najinteresantniji rezultati istraživanja u ovoj oblasti odnose se na inovativne mogućnosti profiliranja kupaca. Pored ogromne količine struktuiranih podataka koji se već duže vreme koriste u marketingu, nove inicijative korišćenja velike količine podataka ukazuju na uključivanje polustruktuiranih i nestruktuiranih podataka, čime se otvara prostor za značajna poboljšanja u analizi profila kupaca. S obzirom da je korišćenje informaciono komunikacionih tehnologija (IKT) preduslov za uspeh 'big data' projekata, predstavljen je koncept Indeksa spremnosti zemalja za primenu informaciono- komunikacionih tehnologija (Network Readiness Index - NRI) i analiziran je položaj Srbije i zemalja u regionu u kontekstu ovog pokazatelja. Glavni rezultat analize je da se Srbija, sa svojom vrednošću NRI indeksa pozicionirala na najniže mesto u regionu, sa izuzetkom Albanije. Isto tako, posmatrajući prosečne vrednosti NRI kompozitnih indikatora za zemlje EU, uočava se da Srbija zaostaje po svim indikatorima. Dalje, ova analiza otkriva oblasti primene IKT u Srbiji, koje bi mogle biti značajno unapređene primenom odgovarajućih podsticaja. Ove oblasti su: političko, pravno, poslovno i inovativno okruženje, poslovna upotreba IKT, upotreba IKT u javnom sektoru, kao i društveni uticaj IKT.

Ključne reči

Big data; napredni analitički alati; merljiv uticaj; marketing; maloprodaja; podaci o kupcima; Indeks spremnost izemalja za primenu informaciono-komunikacionih tehnologija

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