Addressing Relationship and Governance Challenges in Big Data Sharing and Analytics: The Case of Egypt’s FMCG Sector

Author's Department

Management Department

Find in your Library

https://doi.org/10.1080/15228916.2025.2498798

All Authors

Sherwat Elwan Ibrahim

Document Type

Research Article

Publication Title

Journal of African Business

Publication Date

1-1-2025

doi

10.1080/15228916.2025.2498798

Abstract

The Fast-Moving Consumer Goods (FMCG) sector in Egypt and Africa continues to grow at a fast pace and is undergoing significant shifts toward digitalization. Despite the clear benefits of information sharing, many retailers are reluctant to share their data with manufacturers, posing challenges to effective retailer-manufacturer collaboration, particularly in the context of big data analytics. This hesitation stems from concerns about maintaining informational advantages, ensuring data security, and addressing the complexities involved in implementing data-sharing initiatives. Supply chain governance theories emphasize the importance of both contractual and relational mechanisms in facilitating data sharing. Addressing these challenges, this study employs a Design Science research methodology to develop a socio-technical artifact designed for implementing big data sharing and analytics within Egypt’s FMCG sector. The artifact aims to address issues related to power dynamics, divergent goals, and risks associated with supply chain relationships and data sharing. It seeks to overcome both technical and social obstacles to foster effective collaboration. This study provides theoretical insights into the governance mechanisms required for successful big data sharing and analytics initiatives. Additionally, it offers practical guidance for overcoming barriers to collaboration, contributing to the advancement of retailer–manufacturer partnerships in the digital era.

Link to Full Text
Find this item online

Share

COinS