The Impact of Big Data Analytics Systems on Organizational Innovation and Corporate Competitiveness

Abstract

This study aims to examine the impact of big data analytics systems on organizational innovation and corporate competitiveness. This qualitative study was conducted using a phenomenological approach. Data were collected through semi-structured interviews with 30 managers and IT specialists from Tehran-based companies. Participants were selected using purposive sampling, and interviews continued until theoretical saturation was reached. Thematic analysis was conducted using NVivo software to analyze the collected data. The results indicated that big data analytics systems play a crucial role in enhancing organizational innovation and corporate competitiveness by improving decision-making accuracy, developing competitive strategies, and increasing organizational adaptability to changes. Moreover, these systems contribute to supply chain optimization, operational efficiency, and customer experience enhancement. However, several challenges, including technical limitations, organizational resistance to change, and security concerns, were identified as significant barriers to their implementation. The findings emphasize the importance of big data analytics systems in fostering innovation and competitiveness in organizations. To effectively leverage these technologies, organizations should invest in developing appropriate infrastructure, promoting a data-driven culture, and implementing stronger security measures.