Big data is fundamentally changing the way businesses operate and compete. Hence

Big data is fundamentally changing the way businesses operate and compete.
Hence, those companies that invest and successfully obtain value from their data
will have a distinct advantage over their competitors.
(i) It is argued that the 4V model offers a complete definition of big data. Discuss
the four characteristics of big data. (ii) Using examples to illustrate your answer,
discuss some of the organisational benefits and challenges around big data.

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