How big data analytics can create competitive advantage in high-stake decision forecasting? The mediating role of organizational innovation

The present study is the first to examine the mediating effect of Organizational Innovation in explaining the mechanism of achieving Competitive Advantage by utilization of Big Data. This study aims to address the research gap in investigating the moderating role of Technological Proactive Climate and Data-Driven Culture in ensuring the impact of Big Data Utilization on gaining Competitive Advantage via assessing Organizational Innovation in the Healthcare Industry in emerging economies like India. The primary data from 240 front-line healthcare firm employees from northern India was collected in three waves utilizing convenience sampling. Structural equation modeling and Process Macro were used for data analysis and testing the hypothesized model. The study found that Organizational Innovation mediates the constructive association between Big Data Utilization and Competitive Advantage. Technological Proactive Climate and Data Driven Culture emerged as significant moderators for Big Data Utilization and Competitive Advantage relationship. The results suggest some practical implications for organizations wherein firms can maintain their focus on constant innovation at the organizational level by fostering a technologically proactive environment and a data-driven culture, which will help the business acquire a sustainable Competitive Advantage over its rivals.