Exploring the Big Data Analytics imperative: Value creation versus Value capture

Abstract

Big data analytics has emerging as an excellent exemplar (for both as a tool and a technique) for managing processes and as a governance mechanisms which could harness insights from such voluminous data. This data when analyzed could create value. Nonetheless, the very concept of big data analytics has represented a context that required the managers of firms to rethink their strategy. The purpose of this research paper was to identify how and why big data analytics helps firms creating value or capturing value. Exploratory qualitative content analysis was undertaken for this study. The study instrument was in-depth semi-structured open ended interviews with big data analytics experts. The findings justify big data analytics could create and capture value in organizations. Organizations could gain competitive advantage by using big data analytics to improve management process, operational process and strategic decisions. The study theoretically suggested the elements that determined the value creation and value capture by BDA. The paper is one of the first known empirical study of value created and captured by BDA in organizations across sectors.