THE EFFECT OF BIG DATA ANALYTICS CAPABILITY ON FIRM PERFORMANCE

Big data analytics (BDA) has emerged as an important area of study for both academics and practitioners. Despite of rising potential value of BDA, a few studies have been conducted to investigate the effect of BDA on firm performance. In this research in progress, according to the challenges of BDA dimensions (volume, variety, velocity, veracity and value) we propose the BDA capability dimensions in line with IT capability concept. BDA infrastructure capability, BDA management capability, BDA personnel capability and relational BDA capability provide the overall BDA Capability concept. The study, by employing dynamic capability, proposes that BDA capability impacts on firm financial and market performance by mediated effect of operational performance. The finding of this research by providing essential BDA capability and its effect on firm performance can apply as a roadmap and fill the gap between managers’ expectation of BDA and what is emerged of BDA implementation