BIG DATA ANALYTICS CAPABILITIES, INNOVATION AND ORGANIZATIONAL CULTURE: SYSTEMATIC LITERATURE REVIEW AND FUTURE RESEARCH AGENDA

Big data analytics (BDA) have the power to modernize traditional ways of doing business. Nevertheless, the impact of BDA capabilities on a firm's innovation performance is still not fully understood. The `Age of Data' is thriving because new data is being produced at an unprecedented rate and with an increasing volume, due to global usage of different electronic devices and gadgets which are connected to each other through internet and other networks. Such Big data has the potential to become a key source of competitive advantage. However, proper analyses of both structured and unstructured data need to be conducted to get deeper insights into customer behaviour. Innovation is a key part of the obtaining business value. Since there is very little research on how organizations need to change in order to leverage such innovations, and how business value can be obtained from them, a growing number of studies has been investigating and theorizing about the strategies and structures that might help firms acquire the capacity to continuously innovate by introducing new products with the help of Process Oriented Dynamic Capabilities (PODC). Most researchers explored the phenomenon of Big Data Analytics, from either a theoretical point of view or neglected intermediate and moderate factors, such as PODC, Organizational Culture. In this connection, the "dynamic" resource-based view of the firm identifies dynamic capabilities as the main source of sustainable competitive advantage in a changing competitive landscape. However, to be able to innovate, there is a need to have an organization wide culture that encourages such innovation in the first place. As a result, the current study aims to show the impact which Big Data Analytics (BDA) Capabilities have on the organizational innovation performance with organizational culture as a moderator. The current study will use data from surveys of CFOs, CEOs or CIOs of the pharmaceutical companies of Pakistan and will test a proposed model, using bootstrapped moderated mediation analysis. This research considers the resource-based view of the firm as well as the socio-materiality theory. Practical implications for top executives are also discussed. To this end, this research focuses on identifying the gaps in the existing literature as well as proposing the course of action which can be undertaken for empirical study.