Heterogeneous Analysis of the Nexus between Big Data Analytics and Value Co-Creation: Insight from Selected Service Businesses in Ghana

Samuel Kofi Otchere,Hongyun Tian,Cephas Paa Kwasi Coffie,Frank L Hammond

doi:10.47577/tssj.v25i1.4869

Abstract

The study examines big datas role analytics ininterfirm value co-creation in selected service businesses in Ghana by focusing specifically on the heterogenous big data characteristics. This is in response to the ongoing debate on value co-creation and big data nexus. Using data from 61 purposively sampled service businesses in Accra-Ghana, the structural equation model provides that; big data analytics positively influences interfirm value co-creation in the selected businesses. Further, aside from big data volume, all the other big data characteristics (velocity, veracity, value, and variety) also individually influence value co-creation. Therefore, this challenges businesses of all sizes to invest in the application of big data for strategic decisions like value co-creation. Again, although businesses should be willing to collaborate with others, big data teams should be fully equipped for optimal analytics.

Highlights

Debates on the usefulness of big data to the progress of businesses continue to reach new heights progressively (Lozada et al, 2019; Kolajo et al, 2019)
Previous and recent literaturehave reechoed the significance of big data analytics in business performance, innovation, and the sustainability of businesses of all sizes (Troisi et al, 2018; Zaki et al, 2017)
Other classes of business in the country need big data analytics, the service businesses face fierce competition, and the need to constantly innovateprovides the basis for big data application in their strategic decision-making processes

Summary

Introduction

Debates on the usefulness of big data to the progress of businesses continue to reach new heights progressively (Lozada et al, 2019; Kolajo et al, 2019). Previous and recent literaturehave reechoed the significance of big data analytics in business performance, innovation, and the sustainability of businesses of all sizes (Troisi et al, 2018; Zaki et al, 2017). While this is true, most businesses in developing countries like Ghana are yet to fully exploit this to their advantage (Marfo& Boateng, 2015). This study attempts to present evidence ofa linkage between big data analytics and value co-creation in Ghanaian businesses. This is ISSN: 2668-7798 www.techniumscience.com necessary because of the need to create awareness through empirical justification to drive the interest of industry practitioners, policymakers, researchers, and other stakeholders

Methods

Results

Discussion

Conclusion