Abstract
Traditional business practices could be completely transformed by big data analytics (BDA). Nevertheless, it is still unclear how BDA capabilities affect a firm's performance. Such capabilities are related to the management's and staff's talents, as well as the BDA infrastructure's flexibility. The main goal of this research is to develop a theoretical framework in order to examine the relationship between the investing in BDA and organization performance. The findings showed that the investing in BDA is one of the main strategies influencing organizational agility and performance. The suggested research model is depicted at the end of work for future testing.
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