When Data Creates Competitive Advantage…And When It Doesn’t

Co-authored by Questrom associate professor of information systems Andrei Hagiu and Julian Wright of the National University of Singapore, this Harvard Business Review cover story challenges the assumption that it’s possible to use customer data to gain an unbeatable competitive edge. In most instances, people grossly overestimate the advantage that data confers. While insights from data are powerful, they don’t guarantee defensible barriers.

The article walks you through the competing conditions of consumer data and explains how to evaluate whether or not they apply to your business.