Purpose: Dynamic, volatile, and time-sensitive industries, such as tourism, travel and hospitality require agility and market intelligence to create value and achieve competitive advantage. The aim of the current study is to examine the influence of big data (BD) on the performance of service organizations and to probe for a deeper understanding of implementing BD, based on available technologies.Design/methodology/approach: An ethnographic study was conducted following an abductive approach. A primary qualitative research scheme was used with 35 information technology and database professionals participating in five online focus groups of seven participants each. Analytical themes were developed simultaneously with the literature being revisited throughout the study to ultimately create sets of common themes and dimensions.Findings: BD can help organizations build agility, especially within dynamic industries, to better predict customer behavioral patterns and make tailor-made propositions from the BD. An integrated BD-specific framework is proposed to address value according to the dimensions of need, value, time and utility.Research limitations/implications: Little research exists on the key drivers of BD use for dynamic, real-time and agile businesses. This research adds to the developing literature on BD applications to support organizational decision-making and business performance in the tourism industry.Originality/value: This study responds to scholars’ recent calls for more empirical research with contextual understanding of the use of BD to add value in marketing intelligence within business ecosystems. It delineates factors contributing to BD value creation and explores the impacts on the respective service encounters.

This conceptual paper traces the origins and progress of Open Science and proposes its generative coupling to Open Innovation in the contemporary socio‐political context; where universities are re‐imaging their civic missions in the face of anti‐establishment populist politics. This setting is one of changing knowledge production regimes and institutional pressures that create contradictions identifiable through the prism of the series of scientific norms conceptualised by Robert K. Merton. This paper privileges a sociological perspective to proffer scientific knowledge production as a societally embedded process, which is well illustrated by scholarship in the Science and Technology Studies (STS) and Science in Society fields. In doing so, it identifies the co‐evolution, co‐existence and co‐production of Open Science with Open Innovation; and notes how it shares the attributes of other recent diagnoses of changing knowledge production regimes; in particular Mode 2, post‐normal science and the Quadruple Helix. It also argues that Open Science can be coupled with Open Innovation to catalyse positive societal change, but that the rise of a populistpost‐truthera opposed to objectivity, expertise and technocratic political solutions gives the demand for openness and participation a different complexion. Merton's norms provide a useful lens to observe recent shifts in the delivery of science, knowledge and innovation in society towards more inclusive, ethical and sustainable outcomes; and expose the limited reflection on how the appropriation and exploitation of open scientific knowledge encounters industrial R&D and Open Innovation.