Table 2 The most representative quotes... | Emerald Publishing

Table 2

The most representative quotes from interviews

	Research questions	Representative interview quotes
1	Which are the required capabilities to embrace a successful digital transformation based on big data analytics?	“To have a cutting-edge technology able to process big data – recognizing rich data and deep data, through models and algorithms, which are foundations of machine learning analysis – more and more represents an element of success for firms.” Respondent 4
		“Increasingly, the behaviors of users/customers in the digital world are more real than we could observe in everyday life; for these reasons, it is essential that big data analytics are structured to maximize the efficiency of the collection, classification, analysis and synthesis of web data.” Respondent 18
		“The user is increasingly aware, informed and interactive in his relationship with brands: he is always on and demands that his wishes and questions are answered at the exact moment he needs. We must therefore be able to know the user in depth; this will allow us to adapt our product or service around his real needs in a specific and very short time span. The added value is to intercept him in the micro-moment in which he is ready to listen to us.” Respondent 14
2	Which capabilities are critical in the development of innovation processes?	“We could have an idea in the morning and then be developing it in the afternoon if need be. We've had things where we've turned around a full solution in 24 hours. This was unheard of before.” Respondent 19
		“Perhaps a risk of using big data for innovation could be to be overly influenced by strong forecasts and reliable scenarios, but still outlined and influenced by the main-stream (how-ever complex), barring the way for more reckless creative jumps that are instinctive and (at least apparently) irrational (which in the field of innovation can sometimes be effective)?” Respondent 20
		“In the current economic context, it is important for firms to promote the creation of a collaborative business model to identify new opportunities among the value chains of the firm and the value chains of external stakeholders; it is a complex process that determines changes in the way of competing by modifying the relationship between the firm and its external environment. Subsequently, big data analytics can not only support the integration processes, but mostly, starting from these interactions, big data can truly release their potential by increasing firm's capabilities for data acquisition and interpretation. In this way, decision-making processes are developed based on several pieces of information provided out-side the firm's boundaries, allowing us to more correctly define objectives and goals.” Respondent 16
3	How and to what extent is the digital transformation changing the innovative processes of firms, in terms of new products and services?	“The ‘cross-reference’ activities are already advanced and operative; these activities are not only able to advance, in real time, preferences that are similar to those the digital user already searched on the web but also to suggest things that users with a similar behavioral profile have searched.” Respondent 7
		“Thanks to big data, firms can have access to much important information about their business, but the main challenge is to be able to create new value from it. We have developed several solutions to successfully manage big data. For example, a cloud platform that analyses and studies customer behavior thanks to a multichannel system. It combines online channels (newsletters, apps, social networks, communities) and physical elements present in the store (interactive screens, sensors, smartphones, tablets) to send personalized communications to every single person, improving contact and the company–customer relationship, both online and while in the store.” Respondent 9
		“The future of big data concerns the ability to intercept the customers in the right place and at the right time with increasingly personalized and relevant communications.” Respondent 10
		“The technological platform suggests new products, promotions and dedicated messages based on customer profiling. When a person enters the store, these tools can indicate if it is a customer to be rewarded, motivated, or retained and whether that person is an occasional or frequent shopper.” Respondent 9
		“It is important to recognize the value of platforms designed for brands, retailers, producers and designers, with the aim of customizing and personalizing products, thanks to ‘virtual re-tail and 3D commerce’. These platforms enable customers to see the 3D simulation of clothing and footwear worn to personalize and purchase them. It turns stores into new ‘phydigital’ conceptual spaces, offering an innovative virtual shopping experience.” Respondent 5

	Research questions	Representative interview quotes
1	Which are the required capabilities to embrace a successful digital transformation based on big data analytics?	“To have a cutting-edge technology able to process big data – recognizing rich data and deep data, through models and algorithms, which are foundations of machine learning analysis – more and more represents an element of success for firms.” Respondent 4
		“Increasingly, the behaviors of users/customers in the digital world are more real than we could observe in everyday life; for these reasons, it is essential that big data analytics are structured to maximize the efficiency of the collection, classification, analysis and synthesis of web data.” Respondent 18
		“The user is increasingly aware, informed and interactive in his relationship with brands: he is always on and demands that his wishes and questions are answered at the exact moment he needs. We must therefore be able to know the user in depth; this will allow us to adapt our product or service around his real needs in a specific and very short time span. The added value is to intercept him in the micro-moment in which he is ready to listen to us.” Respondent 14
2	Which capabilities are critical in the development of innovation processes?	“We could have an idea in the morning and then be developing it in the afternoon if need be. We've had things where we've turned around a full solution in 24 hours. This was unheard of before.” Respondent 19
		“Perhaps a risk of using big data for innovation could be to be overly influenced by strong forecasts and reliable scenarios, but still outlined and influenced by the main-stream (how-ever complex), barring the way for more reckless creative jumps that are instinctive and (at least apparently) irrational (which in the field of innovation can sometimes be effective)?” Respondent 20
		“In the current economic context, it is important for firms to promote the creation of a collaborative business model to identify new opportunities among the value chains of the firm and the value chains of external stakeholders; it is a complex process that determines changes in the way of competing by modifying the relationship between the firm and its external environment. Subsequently, big data analytics can not only support the integration processes, but mostly, starting from these interactions, big data can truly release their potential by increasing firm's capabilities for data acquisition and interpretation. In this way, decision-making processes are developed based on several pieces of information provided out-side the firm's boundaries, allowing us to more correctly define objectives and goals.” Respondent 16
3	How and to what extent is the digital transformation changing the innovative processes of firms, in terms of new products and services?	“The ‘cross-reference’ activities are already advanced and operative; these activities are not only able to advance, in real time, preferences that are similar to those the digital user already searched on the web but also to suggest things that users with a similar behavioral profile have searched.” Respondent 7
		“Thanks to big data, firms can have access to much important information about their business, but the main challenge is to be able to create new value from it. We have developed several solutions to successfully manage big data. For example, a cloud platform that analyses and studies customer behavior thanks to a multichannel system. It combines online channels (newsletters, apps, social networks, communities) and physical elements present in the store (interactive screens, sensors, smartphones, tablets) to send personalized communications to every single person, improving contact and the company–customer relationship, both online and while in the store.” Respondent 9
		“The future of big data concerns the ability to intercept the customers in the right place and at the right time with increasingly personalized and relevant communications.” Respondent 10
		“The technological platform suggests new products, promotions and dedicated messages based on customer profiling. When a person enters the store, these tools can indicate if it is a customer to be rewarded, motivated, or retained and whether that person is an occasional or frequent shopper.” Respondent 9
		“It is important to recognize the value of platforms designed for brands, retailers, producers and designers, with the aim of customizing and personalizing products, thanks to ‘virtual re-tail and 3D commerce’. These platforms enable customers to see the 3D simulation of clothing and footwear worn to personalize and purchase them. It turns stores into new ‘phydigital’ conceptual spaces, offering an innovative virtual shopping experience.” Respondent 5