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When culture meets digital platforms: value creation and stakeholders' alignment in big data use

Pesce, D. ORCID: 0000-0002-3405-8396, Neirotti, P. & Paolucci, E. (2019). When culture meets digital platforms: value creation and stakeholders' alignment in big data use. Current Issues in Tourism, 22(15), pp. 1883-1903. doi: 10.1080/13683500.2019.1591354


Research on big data has highlighted that a crucial element to create value from data is the capability of aligning different stakeholders’ interests. However, it has not yet been investigated empirically how this process of alignment can be realized. We conduct a multiple case study on the two leading platforms involved in the online dissemination of cultural heritage – Europeana and Google Arts & Culture. Our findings reveal that a platform overtakes a rival one when it turns on multiple drivers of value creation in such a way that the drivers contribute to realigning the interests expressed by the stakeholders whose strategic objectives and beliefs were formerly divergent – or simply unrelated – to each other. This capability of realigning different stakeholders’ interests is independent of the level of industry-specific knowledge that the platform orchestrator has. The dynamics we document imply that Google has assumed a system integration role in the cultural ecosystem. This generates new trade-offs for museums in the way they generate value for the tourism industry. The paper enriches our understanding of what strategies digital platforms adopt to create value in big data contexts and provides a base to continue the investigation on other ecosystems driven by big data.

Publication Type: Article
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Current Issues in Tourism on 19 Mar 2019, available online:
Publisher Keywords: Value creation, big data, digitization, digital transformation, digital platforms, stakeholders’ interests, Google Arts & Culture, Europeana
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HM Sociology
Departments: Bayes Business School > Management
Text - Accepted Version
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