BIG DATA ANALYTICS AND FIRM INNOVATIVENESS: THE MODERATING EFFECT OF DATA-DRIVEN CULTURE

In recent years, big data analytics (BDA) have become an important subject for both researchers and business professionals. Especially, today's managers and researchers put great emphasis on big data as a new source of innovation and competitive advantage. In the literature although there were some studies that examined BDA capability and firm performance relation, any studies have been conducted to directly investigate the effect of BDA capability on firm innovativeness. In this context we proposed a research model to investigate the effect of BDA capability on firm innovativeness moderated by the effect of data-driven culture. We created BDA capability dimensions as technical capability, managerial capability and talent capability depending on the previous studies in this field. Also we treated data-driven culture as moderator because without the acceptance and readiness of the whole organization for big data transformation, big data initiatives cannot be successful. With this model we created a roadmap for the following researchers to empirically test the expectations of managers and academicians. Therefore following researchers can fill the gap in the literature by showing how firm innovativeness will be affected by BDA capabilities. (C) 2019 Published by Future Academy www.FutureAcademy.org .UK