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How Lufthansa Capitalized on Big Data for Business Model Renovation

Hong-Mei Chen, Roland Schütz, Rick Kazman, Florian Matthes

Abstract


Enterprises have begun to derive value from big data, but many challenges remain. This article reports how Lufthansa successfully discovered big data value and addressed the technical complexities, and used big data as the basis for renovating its traditional business model to one that embraces customers as value co-creators. From Lufthansa’ s experience, we identify the challenges and critical success factors for innovating with big data and navigating through uncharted waters. The key is to shift the focus from technology to business values.

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ISSN 1540-1960