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of the journal, the edition, the year and the pages on which the paper was originally published, but not suggesting that RAM endorses paper reuse. This licensing term should be made explicit in cases of reuse or distribution to third parties. It is not allowed the use for commercial purposes. Este artigo pode ser copiado, distribuído, exibido, transmitido ou adaptado desde que citados, de forma clara e explícita, o nome da revista, a edição, o ano e as páginas nas quais o artigo foi publicado originalmente, mas sem sugerir que a RAM endosse a reutilização do artigo. Esse termo de licenciamento deve ser explicitado para os casos de reutilização ou distribuição para terceiros. Não é permitido o uso para fins comerciais. This is an open-access article distributed under the terms of the Creative Commons Attribution License. A FRAMEWORK TO ANALYZE AFFORDANCES WHEN USING BIG DATA AND ANALYTICS IN ORGANIZATIONS: A PROPOSAL ISSN 1678-6971 (electronic version) • RAM, São Paulo, 20(4), eRAMR190182, 2019 Resources and Entrepreneurial Development, doi:10.1590/1678-6971/eRAMR190182