Valuation of big data analytics quality and competitive advantage with strategic alignment model: from Greek philosophy to contemporary conceptualization

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Abstract
Around 333BC, Diogenes Laertius cited (Greek quote): "οὐκ ἐν τῷ μεγάλῳ τὸ εὖ…, ἀλλ᾿ ἐν τῷ εὖ τὸ μέγα", which means that volume (big data: tera, peta, velocity and variety) doesn't guarantee quality. Furthermore, Protagoras's doctrine about homo mensura and the Socratic Maieutic method evidences demonstrated the way that queries (SQL) on big data can play on specific needs when crafted, such as turning big data into knowledge and a competitive advantage. In this research, an alternative to the data-driven approach will be propounded with the development of the strategic alignment model (SAM) based on the principles of Greek philosophy. The SAM model will support decisions of big data analytics structure with strategies to fit and align in a way to create a competitive advantage. Mathematical formulation of the model will help to optimize a competitive advantage through the economic value added (EVA) to guide the proper strategy and big data analytics structure in a holistic framework. Conclusions will be drawn on how strategy and the structure of big data analytics can be aligned.

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