The intermediating role of organizational culture and internal analytical knowledge between the capability of big data analytics and a firm's performance

Firms are increasingly relying on business insights obtained by deploying data analytics. Analytics-driven business decisions have thus taken a strategic imperative role for the competitive advantage of a firm to endure. The extent and effectiveness through which business firms can actually derive benefits by deploying big data-based practices requires deep analysis and calls for extensive research. This study extends the big data analytics capability (BDAC) model by examining the mediatory effects of organizational culture (CL) between internal analytical knowledge (KN) and BDAC, as well as the mediating effects of BDAC between CL and firm performance. The findings bring into focus that CL plays the role of complementary mediation between BDAC and KN to positively impact firm performance (FP); BDAC also plays a similar mediatory role between CL and the performance of a firm.