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Big data is one of the most emerging topics in the 21th century. With a high volume of tracked data, firms can enlarge their business model, adjust their business strategy and improve operative performance. There is much research about big data leading to organisational change or performance increases. However it would be interesting to see how to adopt the new technology in organisations.

Therefore, the goal is to contribute to a better understanding of big data adoption. In my PhD project, I will accompany a B2B organisation that launched a big data forecasting tool. The research will especially investigate on the big data effects within sales divisions.