IMPACT OF BIG DATA ANALYTICS ON ORGANIZATIONAL PERFORMANCE OF FMCG COMPANIES WITH MEDIATING ROLE OF TECHNOLOGICAL INNOVATION

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