How do big data impact business market relationships?

Informal and personal relationships are often seen as the principal competitive advantage of small enterprises. How do big data impact on small business ability to maintain their competitive performance? Big data’s impact on small business practices depends on the interaction patterns between buyers and sellers - moves and countermoves as they unfold in a continuous and interactive market process. The contribution investigates how big data potentially create possibilities for small business for a data-supported market relationship presence. It discusses big data as a resource and match the problematics, tasks, and concerns of small business owners with the potential services rendered by big data, building on small business and entrepreneurship literature.