Enhancing big data analytics ecosystems in emerging markets: a hybrid structural–configurational approach

Abstract

This study aims to explore the moderating role of organizational culture, innovation and strategic alignment in the relationship between big data analytics capabilities (BDAC) and firm performance within emerging economy contexts. In addition, it examines the configurational effects of BDAC, organizational culture, innovation and strategic alignment in driving both high and low levels of firm performance, offering a nuanced understanding of how these factors interact to influence organizational outcomes. Data from 482 Sri Lankan executives and IT professionals (e.g. CEOs, CIOs, data scientists) across industries were collected via multi-frame sampling and analyzed using partial least squares structural equation modeling. In addition, fuzzy set qualitative comparative analysis (fsQCA) was used to identify causal configurations or synergistic combinations of factors that most effectively explain the firm performance. Findings reveal that the organizational culture and dual innovation strengthens the relationship between BDAC and firm performance. Furthermore, fsQCA results uncovered multiple sufficient and consistent causal configurations associated with both high and low levels of firm performance, underscoring the value of a configurational perspective. Aligning BDAC with innovation and market-oriented strategies improves adaptability, trend forecasting and operations. Fully realizing its potential requires fostering a supportive organizational culture and agile strategies. This study offers a unique contribution by examining the moderating effects of organizational culture, innovation and business-strategy alignment, thereby providing valuable insights for strengthening BDAC ecosystems in resource-constrained settings. Moreover, it adopts the structural–configurational approach, integrating both variable-centered and case-oriented perspectives.