Drivers of Big Data Analysis Adoption and Implications on Management Decision-Making on Financial and Non- Financial Performance: Evidence from Nigeria’s Manufacturing and Service Industries

Despite advances in ‘Big Data’ utility, its adoption by contemporary organizations is yet to move beyond early capture, especially in developing countries like Nigeria. This study empirically collected and analyzed survey data from 261 professionals across Nigeria’s manufacturing and service industries in 2021. This study draws on business-to-business marketing context, dynamic capabilities theory, and
Technology-Organization-Environment frameworks to examine the factors affecting organizations' BDA adoption and management's policy decision making and their impact on financial and non-financial performance of firms in dynamic environments. The findings address 7 hypotheses, namely 1 and 2 which support that the anticipated organizational value and technological competence positively influence management’s BDA adoption. Interestingly, hypotheses 3 and 4 confirmed that top management support and organizational readiness positively impact BDA adoption. Hypotheses 5, 6 and 7 highlight environmental contextual factors such as competitive pressure, external support, and regulatory environment as critical and positive influences for management’s BDA decision adoption. However, our results found that the paths between competitive pressure and regulatory environment to management’s decision for BDA adoption were both insignificant. Furthermore, the results demonstrated that management’s decision to develop policy on financial and non-financial performance was positively influenced by BDA adoption. The implication and limitations are discussed.