Abstract:
The objective of this study is to investigate how big data analytics and organizational
performance are related in FMCG companies of Pakistan.
Methodology & Design
300 responses have been collected from the professionals, managers and employees of the
FMCG companies operating in the Karachi city of Pakistan. The study has used
nonprobability purposive sampling technique and a five-point Likert scale questionnaire has
been developed for data collection. In-person and online survey methods have been followed
for data collection. PLS-SEM has been employed for data analysis using SmartPLS v4.
Findings
The findings suggest that BDA (predictive-and prescriptive) is significant positively related
to TI (product-and-process) and organizational performance. Moreover, TI (product-and-
process) mediates the relationship between BDA and organizational performance.
Limitations
This study include only two kinds of BDA (predictive and prescriptive) to examine the
research model; future research may add other types of BDA (e.g., descriptive) to detect the
relationship among BDA, TI, and organizational performance. Moreover, our research uses
two kinds of technological innovation (product and process) as the mediator between BDA
different kinds of TI (e.g., Organizational
can use
and organizational performance; others
innovation or service innovation) as mediator or moderator in the future research. The study
has focused on the professionals of the FMCG firms of Karachi that eventually restricted the
generalizability of the findings to other industries.
Implications
This study findings support FMCG officials to incorporate big data analysis in their general
approach while setting their Organizational objectives to achieve desired finn performance. As the findings illustrate that big data predictive and prescriptive analytics are useful
information sources in the current era of the digital economy to make an effective strategy to
bring innovative ideas for capturing the best Organizational performance
