Abstract
Big data analytics (BDA) is empowering organisations and reshaping marketplaces. Yet, there is little knowledge on the need for business-to-business organisations to adopt BDA. Hence, this study conducts a six-step systematic literature review (SLR), gathering 1069 articles. Following SLR guidelines, the collected data were filtered to identify 63 relevant articles that were used for two-pronged findings. First, the study presents a new four-category theoretical classification of BDA adoption needs. Second, underpinned by the theory of organisational motivation, it develops a model of needs, including qualifying and nurturing leads, product/service and process innovations, data-driven competition and growing maturity of analytics technologies.
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