Dremel, ChristianChristianDremelHerterich, MatthiasMatthiasHerterichWulf, JochenJochenWulfVom Brocke, JanJanVom Brocke2023-05-022023-05-022018-11-14https://www.alexandria.unisg.ch/handle/20.500.14171/11648210.1016/j.im.2018.10.007Drawing on a revelatory case study, we identify four big data analytics (BDA) actualization mechanisms: (1) enhancing, (2) constructing, (3) coordinating, and (4) integrating, which manifest in actions on three socio-technical system levels, i.e., the structure, actor, and technology levels. We investigate the actualization of four BDA affordances at an automotive manufacturing company, i.e., establishing customer-centric marketing, provisioning vehicle-data-driven services, data-driven vehicle developing, and optimizing production processes. This study introduces a theoretical perspective to BDA research that explains how organizational actions contribute to actualizing BDA affordances. We further provide practical implications that can help guide practitioners in BDA adoption.enjournal article