Cordial big data: Managing the cordial dimension of a business

Abstract

The big data era represents a challenge for businesses, but also a great opportunity for them. Big Data, and increasingly advanced, versatile and accessible data analysis tools, offer businesses the chance to develop and systemise extraordinary quantities of data from many and varied sources, as well as providing their stakeholders with relevant information based on it. This is opening up new prospects for the management of cordial goods. Among other things, it allows businesses to develop new communication channels capable of collecting specific, detailed, continuously updated information on their economic, social and environmental impacts; the legitimate interests and expectations at stake; on the level of trust, reputation and affinity they arouse among their stakeholders; and on the affective factors stimulated by their actions and decisions, among many other things. The purpose of this chapter is to propose guidelines for designing a monitoring system which, based on the communication, storage and processing of big data and the committed participation of stakeholders, offers businesses the possibility of inspecting their underlying dimensions of morality, emotions and responsibility.