Salespeople working with Big Data Analysis, a study of their Identity Construction

Abstract: Title: Salespeople working with Big Data Analysis, a study of their Identity Construction Authors: Johan Thylander & Erik Eekhof Supervisor:Nadja Sörgärde Date: 20th May 2016 Purpose: This research aims to explore and thus achieve an increased understanding of how salespeople working with big data analysis construct their identity. Furthermore, we aim to find how salespeople perceive big data analysis and position themselves in relation to it. Relevance: With the increased presence of big data technology in the workplace it is of significant relevance to get an understanding of people’s identity construction in regards to this technology. As it can provide valuable insights into how technologies can effectively be implemented in the workplace. Methodology: We based our research on a qualitative research design and the interpretive paradigm. Findings: Our research indicates that salespeople construct their identity by centralizing their own capabilities to succeed within their job. This is done through the two pictures trooper and cultivator, which both emphasize their personal qualities at the heart of their identity as a salesperson. Contributions: We contribute to the existing literature on technology implementation, by providing a new perspective through looking at this phenomenon through the lens of identity. This, as we acknowledge identity as playing a role in the implementation process. Keywords: Big Data, Big Data Analysis, Technology implementation, Salespeople, Identity, Identity construction, Identity Work.