ABSTRACT
This chapter shows how the material can influence the social and how the social can change because of that. Consumers create billions of messages via instant messaging apps and social networking sites, such as Facebook, Twitter, or WeChat. When faced with industry disruption, a company that developed dynamic capabilities is on the lookout for unknown unknowns, while an organisation that applies big data analytics to enhance its dynamic capabilities can create additional value. Organisations face a constantly changing environment and those organisations wishing to remain competitive in such an ambiguous and uncertain environment should focus on detecting, anticipating, and responding to disruptive changes. Organisations that wish to remain relevant face the challenge to correctly and timely detect the changes in their environment and to correctly respond to those changes. Developing the right capabilities for business leader's organisation is vital in today’s competitive world. Organisations that have successfully turned analytics into a dynamic capability are, for example, the city of Barcelona.
