International Journal of Information Management: Merve Bayramusta, V. Aslihan Nasir
International Journal of Information Management: Merve Bayramusta, V. Aslihan Nasir
a r t i c l e i n f o a b s t r a c t
Article history: Cloud computing is now a global trend and during the past decade, has drawn attention from both
Received 28 January 2015 academic and business communities. Although the evolution of cloud computing has not reached the
Received in revised form 31 January 2016 maturity level, there is still adequate research about the topic. The main purpose of this paper is to
Accepted 3 April 2016
examine the development and evolution of cloud computing over time. A content analysis was conducted
for 236 scholarly journal articles, which were published between 2009 and 2014 in order to (i) identify the
Keywords:
possible trends and changes in cloud computing over the six years, (ii) compare publishing productivity
Cloud computing
of journals about the cloud computing subject, and (iii) guide future research about cloud computing.
Content analysis
Trend analysis
The results show that the majority of the cloud computing research is about “cloud computing adoption”
(19%), and it was followed by the “legal and ethical issues” of cloud computing (15%). It is also found
that “cloud computing for mobile applications” (6%), “benefits & challenges of cloud computing” (5%) and
“energy consumption dimension of cloud computing” (4%) are the least attention-grabbing themes in the
literature. However, “cloud computing for mobile applications” and “energy consumption dimension of
cloud computing” themes have become popular in the last two years, so they are expected to be trendy
topics of the near future. Finally, another finding of this study is that the majority of the articles were
published by engineering, information systems or technical journals such as “IT Professional Magazine”,
“International Journal of Information Management” and “Mobile Networks and Applications”. It seems as if
this topic is generally ignored by the managerial and organizational journals even though the impact of
cloud computing on organizations and institutions is immense and is in need of investigation.
© 2016 Elsevier Ltd. All rights reserved.
1. Introduction software solutions over the Internet or other networks (Laudon &
Laudon, 2014, p. 200).
The development of the Internet and subsequently the WWW Although cloud storage sounds like something related to
has placed pressure on organizations to review their business func- weather fronts, it actually refers to saving data to a remote database,
tions (CRM, Sales, BPM etc.). IT infrastructure models themselves which is maintained by third parties, instead of hard drive or local
have also evolved, most recently from Enterprise to Cloud Comput- storage device (Wu, Zhang, Lin, & Ju, 2010). Cloud computing was
ing. There are five stages in this evolution representing different first introduced with the creation of the ARPANET to allow peo-
infrastructure elements; namely, Stage 1: General-Purpose Main- ple to benefit from resources in different time zones (Leiner et al.,
frame and Minicomputer Era, Stage 2: Personal Computer Era, Stage 1997). Sultan (2013, p. 810) stated that “Cloud Computing is a
3: Client/Server Era, Stage 4: Enterprise Computing Era and Stage model of delivering a range of IT services remotely through the
5: Cloud and Mobile Computing Era (Laudon & Laudon, 2014, p. Internet and/or a networked IT environment”. Depending on the
197–200). Cloud Computing started in the 2000s as the last stage National Institute of Standards and Technology, Wu et al. (2010,
of IT infrastructure evolution which refers to a computing model p. 151) defined cloud computing as “a model for enabling conve-
where organizations or individuals obtain computing power and nient, on demand network access to a shared pool of configurable
computing resources (e.g., networks, servers, storage, applications,
and services) that can be rapidly provisioned and released with
minimal management effort or service provider interaction”. In an
∗ Corresponding author. earlier study, Vouk (2008) stated that cloud computing embraces
E-mail addresses: [email protected] (M. Bayramusta), cyberinfrastructure, and builds upon decades of research in virtual-
[email protected] (V.A. Nasir).
http://dx.doi.org/10.1016/j.ijinfomgt.2016.04.006
0268-4012/© 2016 Elsevier Ltd. All rights reserved.
636 M. Bayramusta, V.A. Nasir / International Journal of Information Management 36 (2016) 635–644
ization, distributed computing, grid computing, utility computing, principles, namely: cloud ecosystem enablement, cloud infras-
and, more recently, networking, web and software services. In a tructure and its management, service-orientation, cloud core on
report from Gartner Inc. (2012), it is forecasted that, cloud services provisioning and subscription, compostable cloud offerings, cloud
revenue will reach nearly $207 billion by the end of 2016. In today’s information architecture and management, and cloud quality ana-
global cloud computing market Amazon is the largest player, but lytics. Furthermore, in a white paper prepared by Oracle (2012, p. 8),
it is challenged by Microsoft Azure and Google Cloud Storage, also it is stated that there are some architectural principles and guide-
Microsoft offers Hotmail and OneDrive and Google offers Gmail and lines that should be followed in order to achieve success in cloud
Google Drive as free cloud services for consumers (Euromonitor computing; these principles are listed as follows:
International, 2012, p. 68).
Some scholars and practitioners in the ICT industry see similar- • Cloud interfaces and formats must conform to relevant industry
ities between cloud-base services and bureau computing. Wu et al. standards.
(2010) mentioned that the fundamental ideas for cloud storage are • The system must present only the information (interfaces etc.)
related to past service bureau computing paradigms and to those of necessary to perform each specific function.
application service providers and storage service providers of the • The architecture should provide monitoring of all aspects of
late 90s. However, the authors believe that the economic situation resource usage for the various dimensions required by both the
and the advent of new technologies have triggered strong inter- Cloud consumer and provider.
est in the cloud storage provider model (Wu et al., 2010). Back in • Any cloud provider’s claims of reliability, availability, security,
the 1970s, bureau computing providers ran enterprise software on and performance must be verifiable.
their mainframe or minicomputers, and sold these applications to • Availability should not be limited by inevitable hardware failures.
customers as a service. Nevertheless, according to Steve McCarthy • Robust identity domain separation—consumers of the system
from UXC Connect (2014), there are significant differences between have no exposure to the consequences of other consumers’ use
cloud and bureau computing; and he continued that “with bureau of the system.
you were tied into a single supplier and their applications. With • Transparent architecture and control—consumers have visibility
cloud, you have a world of choice”. Sharing resources is a similar into the design and operation of the system.
concept between cloud computing and bureau computing, how- • Improved productivity—deliver an order of magnitude improve-
ever the early-generation storage service providers ran into some ment over current levels of efficiency and productivity experi-
problems like network costs and customers concerns over sharing enced in traditional IT environments.
the computing infrastructure with other similar businesses (Toigo, • Assured data protection—consumers are assured of compliance
2009). Today, cloud computing offers a better customer experience with data privacy standards and regulations, have confidence that
and unlike the old bureau services, applications and services can be removal of data is absolute.
obtained from multiple providers (Toigo, 2009). • Automate operations—consumers’ runtime of business process
As an advantage of better customer experience, the cloud com- services and platform services involves minimal manual opera-
puting adoption supports organizations to concentrate on their tions.
own businesses. All IT operations will be handled by experts in
cloud service providers, and organizations do not need to deal with
According to Yoo (2011, p. 406), cloud computing has four
a redundant load of IT operations. Although deploying software out
key concepts which are; service oriented architecture/thin clients,
in the cloud has significant benefits like; cost reduction, mobility
delivery models for cloud computing, virtualization and deploy-
and collaboration; risks that will affect all levels of computational
ment strategies.
ecosystem should be considered additionally (Hayes, 2008 p. 9).
Likewise, Rimal, Jukan, Katsaros, and Goeleven (2011) mention
that there are several issues with the cloud such as security, avail- 1.1. Service oriented architecture/thin clients
ability, scalability, interoperability, service level agreement, data
migration, data governance, trusty pyramid, user-centric privacy, In the early stages of the IT infrastructure evolution, consumers
transparency, political and legal issues, business service manage- had to purchase software and computing power as products, but
ment etc. In their study, Wu et al. (2010) listed ten crucial common nowadays cloud computing reconceptualizes software and com-
denominators which foster the value of cloud computing as fol- puting power which are purchased as services on an as-needed
lows: elasticity, automatic, scalability, data security, performance, basis (Yoo, 2011, p. 407). The cloud computing is based on service-
reliability, ease of management, ease of data access, energy effi- oriented architecture (SOA) and virtualization of hardware and
ciency, and latency. In addition, Rimal et al. (2011) contended software which enable the cloud’s reusability and extensibility
that the biggest challenge of cloud computing is the lack of a de (Zhang, Zhang, Fiaidhi, & Chang, 2010). Unlike distributed com-
facto standard or single architectural method, which can meet the puting such as grid computing, which connects remote computers
requirements of an enterprise cloud approach. In their study, Rimal geographically into a single network to combine processing power
et al. (2011) stated that the architectural requirements of cloud and create virtual supercomputers, cloud computing is easily con-
computing are classified according to the requirements of cloud figurable by end users. Google’s Gmail and Microsoft’s Hotmail,
providers, the enterprises that use the cloud, and end-users. The for example, host their email applications and data in datacenters.
authors proclaimed that from the provider’s perspective, highly effi- Therefore, consumers who access e-mail through these web-based
cient service architecture to support infrastructure and services services do not need to run an email program or store their mes-
is needed in order to provide virtualized and dynamic services; sages locally (Yoo, 2011, p. 407).
whereas from the enterprise’s perspective, a QoS-enabled, secure
and scalable system is needed (Rimal et al., 2011). Furthermore, 1.2. Delivery models for cloud computing
the authors pointed out that from the user’s perspective, the fun-
damental requirement is a simplified interface with adaptability Due to the change from enterprise computing to cloud com-
and self-learning capability that should focus transparent pricing puting, organizations and individuals need to develop new skills
and metering. Similarly, Singh et al. (2012), proposed an integrated and competences. As the usage of cloud computing services
co-innovation and co-production framework to get cloud vendors, increases, organizations start to investigate how to adapt their busi-
cloud partners, and cloud clients to work together based on seven ness structure to a cloud computing model. This model includes
M. Bayramusta, V.A. Nasir / International Journal of Information Management 36 (2016) 635–644 637
2.4. Determining the category scheme 1. “Conceptualization & Evolution of Cloud Computing” category
contains articles which investigate the definition, education
In content analysis, the central idea is the identification of the and development of cloud computing by emphasizing what a
categories. In this study, a new category structure was devel- cloud computing is.
oped specifically for this research. Two coders, an instructor and 2. “Benefits & Challenges of Cloud Computing” category includes
master’s student in the department of Management Information articles which aim to outline the benefits and drawbacks of
Systems, were trained to analyze the list of themes. The coders cloud computing. Mostly system integrity, data integrity, reli-
independently aggregated the 236 articles into a smaller number of ability and robustness are examined in these articles.
categories. They were trained to group the articles that were related 3. “Technical Dimension of Cloud Computing” category contains
in scope and create whatever number of categories they wished. articles which examine the architectural design and services
The master student generated 15 categories, while the instructor of cloud computing like IaaS, PaaS, SaaS solutions.
generated 12 categories. As a result, 27 categories were collected 4. “Cloud Computing Adoption” contains articles that study how to
from coders at this stage. adapt the cloud computing to current business solutions.
M. Bayramusta, V.A. Nasir / International Journal of Information Management 36 (2016) 635–644 639
Energy Consumption
Cloud Computing
Dimension of Cloud
Adoption 19%
Computing 4%
Benefits &
Challenges of Cloud Legal & Ethical
Computing 5% Dimension of Cloud
Computing 15%
Economic Dimension
of Cloud Computing
6%
Table 4 Table 5
Number of articles per year. Number of articles per theme.
Table 6
Theme analysis of 236 articles for each year.
tors” theme. Although cloud computing adoption and application Finally, there was a smooth flow for “Economic Dimension of
of cloud computing in different sectors themes had a huge portion Cloud Computing” and “Benefits & Challenges of Cloud Computing”
of the total articles, “Conceptualization & Evolution of Cloud Comput- themes that number of articles were close for each year.
ing” and “Technical Dimension of Cloud Computing” categories lead
the research themes with 8 articles each over 49 total articles.
3.2. Journal analysis
In 2013, “Legal & Ethical Dimension of Cloud Computing” and
“Organizational Dimension of Cloud Computing” themes increased
The results of the journal analysis over the past six years are
significantly with 10 and 6 articles respectively over 61 total arti-
illustrated in Fig. 6 which shows the number of articles that were
cles. Even so, “Cloud Computing Adoption” was the prevalent
published in each journal. This figure only contains the journals
research theme in all categories with 15 articles over 61 total arti-
that published more than two articles about cloud computing. The
cles. During 2013 and 2014, there was a significant increase for
rest of the journals which publish equal or less than two articles
“Cloud Computing for Mobile Applications” and “Energy Consump-
were grouped into one group and named as “Other”. According to
tion Dimension of Cloud Computing” themes and these topics were
the journal analysis results; “IT Professional Magazine” and “Inter-
started to be analyzed by researchers. Nevertheless, the “Cloud
national Journal of Information Management” journals published 19
Computing Adoption” theme was not affected negatively from
and 12 articles respectively during 2009–2014 and reach to highest
these new concepts and still be the most studied theme with 15
share among 236 articles. Furthermore, “Mobile Networks and Appli-
articles over 62 total articles in 2014. “Technical Dimension of Cloud
cations”, “Association for Computing Machinery. Communications of
Computing” theme followed the cloud computing adoption with 10
ACM” and “The Computer Journal” journals shared third place in the
articles in 2014. These trends of themes can be examined deeply in
list with 8 articles each.
Fig. 4.
Table 7 illustrates the number of articles in detail that were pub-
Fig. 5 illustrates the change of each theme over time. “Cloud Com-
lished in each journal over the six years. Even though “IT Professional
puting Adoption” had a great climb up between 2009 and 2014 years.
Magazine” is the first journal that gave a place to cloud comput-
Plenty of case studies were conducted to investigate the cloud com-
ing research, it is seen that in recent years, “International Journal of
puting adoption; hence this theme became so popular in academic
Information Management” and “Mobile Networks and Applications”
research and continued its increase. The result was a little bit differ-
are the two journals that heavily concentrated on cloud computing
ent in “Legal & Ethical Dimension of Cloud Computing” that, in 2009
research.
and 2010 there was a flow up, but in 2011 it witnessed a flow down
because researchers ignored privacy and security issues and most
of the studies were still conducted about cloud computing adop- 4. Discussion and conclusion
tion. In 2012, it started to get attraction from researchers again and
continued its increase during 2013–2014. The evolution of computing platforms over the last 50 years has
Although “Conceptualization & Evolution of Cloud Computing” been dramatic. Most recently this evolution has seen a shift from
was the most popular theme in 2009, it started to decrease over Enterprise to Cloud computing which has been reflecting business
six years. This result was expected because cloud users learned needs (Himanshu, 2014; Laudon & Laudon, 2014; Wang, 2013).
clearly what a cloud is, and started to change their research scope to Wang (2013) contended that cloud computing has achieved great
cloud computing solutions. Hence, there was a significant increase progress in recent years and it is expected to continue its growth.
in “Technical Dimension of Cloud Computing”, “Application of Cloud Furthermore, some scholars assert that cloud computing provides a
Computing in Different Sectors” and “Organizational Dimension of paradigm shift of business and IT infrastructure (Himanshu, 2014;
Cloud Computing” themes over six years. The trend changed from Rimal et al., 2011). However, there are several issues related with
concept and evolution of cloud computing to how to use cloud cloud computing, and Singh, Mishra, Ahmad, Sagar, and Chaudhary
computing and how to adapt the cloud models to current solutions. (2012) summarized these issues as security, privacy, reliability,
Since 2013, the global trend shifts to mobile applications and legal issues, open standard, compliance, freedom, and long-term
green computing. Thus, there was a remarkable increase for “Cloud viability. It is not only the business world that concentrates on
Computing for Mobile Applications” and “Energy Consumption Dimen- cloud computing but also the academic world pays great attention
sion in Cloud Computing” themes during 2013 and 2014. It is to this hot topic. There is a growing body of literature and diversified
inevitable that, future cloud computing research will have to research topics about cloud computing; therefore, it will be benefi-
include these topics to chase the new trends. cial to have an in-depth analysis of vast amount of papers published
up to now. The purpose of our study is to identify the trends and
patterns of cloud computing over time and shed light to the future
642 M. Bayramusta, V.A. Nasir / International Journal of Information Management 36 (2016) 635–644
0 5 10 15 20 25 30 35 40 45 50
16
15 15 Cloud Computing Adoption
14
Legal & Ethical Dimension of
Cloud Computing
12 Conceptualization & Evolution
of Cloud Computing
7 7 7 Organizational Dimension of
Cloud Computing
6 6 6 6 6
Cloud Computing for Mobile
5 5 5 Applications
4 4 4 4 4 Economic Dimension of Cloud
Computing
3 3 3 3 3
Benefits & Challenges of Cloud
2 2 2 2 Computing
1 1 1 1 1 Energy Consumption
Dimension of Cloud Computing
0 0 0 0
2009 2010 2011 2012 2013 2014
of cloud computing research. The content of articles, which were the last three years, cloud users started to seek how to use cloud
published in academic journals, were analyzed to understand the computing rather than understanding what cloud computing is.
benefits, challenges and risks of cloud computing. Review of these Since the 2000s, researchers have examined cloud computing
articles provides the necessary outputs to see the change in cloud delivery models and investigated the benefits and risks of cloud
computing usage. usage. Most of the researchers agreed that cloud computing creates
In initial years, researchers were curious about the defini- a significant benefit to organizations for cost reduction. Accord-
tion and development of cloud computing and investigated how ing to the European Commission’s survey in 2011, the adoption of
the new computing infrastructure could be applied to current cloud computing has enabled 80% of organizations to reduce costs
solutions. During the first three years, most of the articles were by 10–20% (European Commission, 2012). On the other hand, some
concentrated on the conceptualization and evolution of cloud com- researchers were against it. According to the successfully imple-
puting. This can be considered as the dawn of cloud computing to mented cloud solutions, cloud computing could be more expensive
enlighten all users. When the definition became clear, the techni- in the short-term because building a high speed Internet infras-
cal dimensions of cloud computing like architectural designs and tructure was not easy to handle. According to an online survey that
services started to be analyzed deeply. Some of the academic arti- Forrester and Juniper Networks conducted in 2012, 58% of the com-
cles gave information about IaaS, PaaS and SaaS solutions. Thus, for panies who joined the survey indicated that cloud services had to
M. Bayramusta, V.A. Nasir / International Journal of Information Management 36 (2016) 635–644 643
Total
Table 7
Journal analysis of 236 articles for each year.
IT Professional Magazine 5 5 1 2 4 2 19
Inter. Jour. of Information Management 0 1 0 1 4 6 12
Mobile Networks and Applications 0 0 1 0 3 4 8
Communications of the ACM 1 4 1 1 0 1 8
The Computer Journal 0 1 1 1 0 5 8
Journal of Network and Systems Management 0 0 1 2 1 2 6
Inter. Jour. of Management and Information Systems 0 2 1 2 0 0 5
Computing. Archives for Informatics and Numerical Computation 0 0 1 0 2 1 4
Journal of Enterprise Information Management 0 3 0 0 1 0 4
EDUCAUSE Review 3 1 0 0 0 0 4
Information Systems Frontiers 0 0 0 2 0 2 4
Inter. Jour. of Innovation, Management & Technology 0 0 0 2 2 0 4
Journal of Computer Science and Technology 0 1 0 1 0 2 4
Transactions in GIS 0 0 1 1 0 1 3
Inter. Jour. of Parallel Programming 0 0 0 0 0 3 3
Inter. Jour. of Business and Social Science 0 0 0 1 0 2 3
Computer Networks 0 0 0 0 0 3 3
The Journal of Systems and Software 0 0 0 0 3 0 3
OCLC Systems & Services 0 1 0 0 2 0 3
Transforming Government: People, Process and Policy 0 2 0 0 0 1 3
Communications of the IBIMA 0 0 1 0 2 0 3
Strategy & Leadership 0 1 0 2 0 0 3
Other 2 7 15 31 37 27 119
Total 11 29 24 49 61 62 236
upgrade their networking hardware (Hesseldahl, 2012). Although of the potential cloud users prefer well-established and large com-
cost efficiency affects the cloud computing adoption positively in panies as a cloud provider like Microsoft, Amazon, Google, IBM
the long-term decisions, organizations should also investigate their etc. However, loss of privacy is not only a problem for organiza-
short-term returns to decide if their investment is acceptable for tions; individuals can also be a victim of the cloud cyber-attack.
the company. Because of these reasons, a significant number of the The most recent example of this is the hack of Apple’s Cloud ser-
academic researches mentioned the economic and organizational vices which leaked out user’s personal photographs to the public in
dimensions of cloud computing. 2014. In addition, Amazon Web Services have gone down several
Furthermore, over the six years articles were highly concen- times because of an attacker and Dropbox’s sharing services were
trated on the legal and ethical dimension of cloud computing. hacked because of a security hole (Neumann, 2014, p. 26). These are
Sharing an organization’s private data with third parties would be some examples which indicate why some of the researchers con-
crucial for cloud usage. In some circumstances, cloud consumers centrate on the investigation of privacy, security, laws, regulations,
even might not be informed that the confidential documents have related policy implications and ethical issues of cloud computing
been released. Because of these leakage possibilities in cloud, most in their articles.
644 M. Bayramusta, V.A. Nasir / International Journal of Information Management 36 (2016) 635–644
Although there were so many researches during 2009–2014 Leiner, B. M., Cerf, V. C., Clark, D. D., Kahn, R. E., Kleinrock, L., Lynch, D. C., et al.
about different dimensions of cloud computing (like evolution, (1997). The past and future history of the Internet. Communication ACM, 40(2),
102–108.
technical, legal, economic), the maximum number of researches Naghavi, M. (2012). Cloud computing as an innovation in GIS & SDI:
were concentrated on cloud computing adoption. As a first step of methodologies, services, issues and deployment techniques. Journal of
adoption, organizations had to note the risks of cloud usage and Geographic Information System, 4(6), 597–607.
Nasir, S. (2005). The development, change, and transformation of Management
decide wisely to achieve a successful adoption process. Therefore, Information Systems (MIS): a content analysis of articles published in business
organizations started to analyze the ways of adopting the cloud and marketing journals. International Journal of Information Management, 25(5),
computing model in their current solutions. After this adoption pro- 442–457.
Neuendorf, K. A. (2002). The content analysis guidebook. Thousand Oaks, CA: Sage.
cess, systems should continue giving access smoothly to its users.
Neumann, P. G. (2014). Inside risks: risks and myths of cloud computing and cloud
These reasons indicated why most of the researchers examined the storage. Association for Computing Machinery Communications of the ACM,
cloud computing adoption in their articles. 57(10), 25–27.
Oracle. (2012). Cloud reference architecture. oracle enterprise transformation
Apart from this theme analysis over cloud computing, journal
solutions series-oracle white paper. (November) Retrieved from. http://www.
analysis also contributed to make inferences about the future of oracle.com/technetwork/topics/entarch/oracle-wp-cloud-ref-arch-1883533.
cloud computing articles. According to the results, mainly com- pdf
puter technology, engineering and related journals focus on cloud Rimal, B. P., Jukan, A., Katsaros, D., & Goeleven, Y. (2011). Architectural
requirements for cloud computing systems: an enterprise cloud approach.
computing research. The research established there is a shortage of Journal of Grid Computing, 9, 3–26.
articles published in business journals which needs to be rectified. Rust, R., & Cooil, B. (1994). Reliability measures for qualitative data: theory and
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Singh, A. K., Mishra, R., Ahmad, F., Sagar, R. K., & Chaudhary, A. K. (2012). A review
trends and patterns of cloud computing during 2009–2014 and in of cloud computing open architecture and its security issues. International
the future, these academic researches may help cloud computing to Journal of Scientific & Technology Research, 1(6), 65–67.
reach its maturity level. However, this study has a limitation in that Sultan, N. (2013). Cloud computing: a democratizing force? International Journal of
Information Management, 33(5), 810–815.
we obtained articles by using only two mainstream databases. The Toigo, J. (2009). Storage in the cloud. Informationweek, 33–45.
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Merve Bayramusta received her Bachelor’s degree in Computer Engineering from
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Ege University, and she currently has a MA degree in Business Information Sys-
trillion in 2012. (July) Retrieved from. http://www.gartner.com/newsroom/id/
tems from Bogazici University. She also works at Siemens AS, Corporate Technology,
2074815
Development Center as a Software Developer.
Grayson, K., & Rust, R. (2001). Interrater reliability. Journal of Consumer Psychology,
10(1–2), 71–73. V. Aslihan Nasir received her Bachelor’s degree in Economics and a PhD in Mar-
Hayes, B. (2008). Cloud computing. Association for Computing Machinery keting. In 2004, she joined the Department of Management Information Systems of
Communications of the ACM, 51(7), 9–11. Bogazici University, and she is currently Professor of marketing at Bogazici Univer-
Hesseldahl, A. (2012). How big data and cloud computing are pushing networks to the sity. Her research and publications focus on consumer behavior, e-marketing, social
brink. (October) Retrieved from. http://allthingsd.com/20121015/how-big- media, CRM, and marketing of technology products and services. She is the author
data-and-cloud-computing-are-pushing-networks-to-the-brink/ of several articles and research reports that are published in prominent journals and
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