The effects of operational and cognitive compatibilities on the big data analytics usage: Firm distinctive value creation

Using big data analytics is generally considered to improve firms’ distinctive value creation. However, we argue here that the role of firm operational and cognitive compatibilities needs to be better understood in order to explore how organizations can create distinctive value from the use of big data analytics. This research-in-progress study draws on the theory of resource-based view (RBV) and information technology (IT) compatibility literature to develop a theoretical model explaining how big data analytics usage influences firm distinctive value creation, and whether firm operational and cognitive compatibilities impact the use of big data analytics.