Abstract:
Big Data has become pervasive in the business environment, as the datafication of
the world continues through the deployment of the internet of things. In the race to
achieve data supremacy, organisations are making large investments into Big Data
technologies. These projects, however, are proving difficult to implement, with
substantive value in the form of return on investment, evading a large proportion of
organisations. To alleviate the disconnect between Big Data implementation and
improved FPer, research has highlighted the involvement of OC as a key enabler of
improved FPer. Furthermore, as Big Data has evolved to the status of a factor of
production, the next frontier of technology has arrived in the form of AI, allowing these
vast repositories of data to be analysed for deeper insights than was previously
possible. Thus, there exists a new entanglement of relationships between Big Data
Analytics Capabilities, the OC allowing for these technologies to be leveraged
correctly, and the fringe data science technology of AI. This study seeks to delve
deeper into these relationships to understand their effect on FPer, and ultimately how
organisations can best utilise them to create a sustained competitive advantage
