Purpose Despite the increase in studies focused on analyzing the potential of big data analytics capability (BDAC) as a driver of product and process innovation, it is still necessary to understand how the use of insights generated by BDAC in innovation may be maximized through articulation with...

Purpose The study examines how firms may transform big data analytics (BDA) into a sustainable competitive advantage and enhance business performance using BDA. Furthermore, this study identifies various resources and sub-capabilities that contribute to BDA capability....

This research investigated the relationships between digital platforms, artificial intelligence (AI) adoption, and organizational innovativeness, presenting e-knowledge and big data analytics capability as mediators and strategic flexibility as a moderator. The study posited that digital...