Big data analytical capability and firm performance: moderating effect of analytics capability business strategy alignment

Abstract

This research investigates the impact of big data analytical capability (BDAC) on decision-making performance, comparative advantage, and firm performance considering the moderating effect of analytical capability business strategy alignment among manufacturing companies. To test the research framework, a survey questionnaire was distributed to Malaysian manufacturing companies. The results indicate that customer orientation, entrepreneurial orientation, and technology orientation positively and significantly affect BDAC. Besides, BDAC has a positive and significant effect on decision making performance, comparative advantage, and firm performance. The results of this study highlighted that BDAC is an important enabler of organisational performance and their competitive advantage. However, DBAC is more strongly related to competitive advantage than to firm performance.

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