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The article offers information on the practice of companies to create roadmaps to manage vast amount of data. Topics discussed include electronic commerce firm Amazon creating value from mega data by creating customer loyalty, the importance of enhancing customer experience in Mega Data with reference to the practice of Amazon to track customer history to know customer preference, and the need of tackling data access issues while outsourcing mega data.

The author discusses the importance of big data for businesses. He cites an article which suggests that companies using data and business analytics to guide decision making are more productive and experience higher equity returns compared with companies that do not. He also notes the common pitfalls of big data initiatives.

The authors discuss an approach for turning the myth of success in customer relationship management (CRM) into dual-creation of value for a company and customer through the use of technology, data and customer knowledge. They note that firms spend billions of dollars annually on CRM systems aimed at improving customer-company relationships. Also tackled are the underlying myths that impede CRM success, including the myths of CRM as the domain of marketing. They explain areas that need to be addressed to dispel such myths.

The authors reflect on change management research. They introduce the two major schools of thought surrounding change management research and its coverage in the management information system (MIS) literature. They discuss the lack of direction inherent in change management research and the most likely reasons for it. They also present what they believe to be a viable solution to the paucity of change research literature currently published in the MIS field.

A preface for the "Journal of Information Technology Case & Application Research," vol. 9, no. 1, 2007 issue, is presented.