Turning Data into Value – Exploring the Role of Synergy in Leveraging Value among Data

Organizations sit on a treasure trove of data. Combining data from a plurality of sources is challenging but comes with enormous potential. Although this phenomenon is crucial for generating value, its underlying synergistic effect is virtually absent in IS literature. Grounded in systems theory, we developed a conceptual framework of data synergy by means of reviewing literature and conducting 24 semi-structured interviews. We reveal various enabling conditions, facilitating super-additive informational and transactional value generation.