Open AccessHeterogeneous Analysis of the Nexus between Big Data Analytics and Value Co-Creation: Insight from Selected Service Businesses in Ghana
Author(s) -
Samuel Kofi Otchere,
Hongyun Tian,
Cephas Paa Kwasi Coffie,
Frank L. Hammond
Publication year - 2021
Publication title -
technium social sciences journal
Language(s) - English
Resource type - Journals
ISSN - 2668-7798
DOI - 10.47577/tssj.v25i1.4869
Subject(s) - big data , nexus (standard) , value (mathematics) , variety (cybernetics) , analytics , business , service (business) , business value , data science , co creation , business intelligence , knowledge management , marketing , computer science , economics , data mining , artificial intelligence , machine learning , embedded system , economic growth , human capital
The study examines big datas role analytics ininterfirm value co-creation in selected service businesses in Ghana by focusing specifically on the heterogenous big data characteristics. This is in response to the ongoing debate on value co-creation and big data nexus. Using data from 61 purposively sampled service businesses in Accra-Ghana, the structural equation model provides that; big data analytics positively influences interfirm value co-creation in the selected businesses. Further, aside from big data volume, all the other big data characteristics (velocity, veracity, value, and variety) also individually influence value co-creation. Therefore, this challenges businesses of all sizes to invest in the application of big data for strategic decisions like value co-creation. Again, although businesses should be willing to collaborate with others, big data teams should be fully equipped for optimal analytics.