A Model for Creating Organizational Value from Big Data Analytics

Value creation is a major factor not only in the sustainability of organizations but also in the maximization of profit, customer retention, business goals fulfillment, and revenue. Value creation is a complex process, particularly when it involves the external and internal factors of the organization. When the value is intended to be created from Big Data scenarios, value creation entails being understood over a broader range of complexity. A question that arises here is how organizations can use this massive quantity of data and create business value? The present study seeks to provide a model for creating organizational value using Big Data Analytics (BDA). To this end, after reviewing the related literature and interviewing experts, the BDA-based organizational value creation model is developed. Accordingly, five hypotheses are formulated, and a questionnaire is prepared. Then, the respective questionnaire is given to the research statistical population (i.e., IT managers and experts, particularly those specializing in data analysis) to test the research hypotheses. Afterward, the relationships among the model variables are scrutinized using the structural equation modeling (measurement and structural models). The results of the study indicate that investigating the infrastructures of the Big Data Analytics, as well as the capabilities of the organization and those of Big Data Analytics is the initial requirement to create organizational value using BDA. Thereby, the Big Data Analytics strategy is formulated, and ultimately, the organizational value is created as well.