Relating Big Data, Value Creation, Performance and Decision-Making: Multiple Case Studies

This study aimed to understand how big data (BD) contributes to value creation in organisations and provides relevant, integrated, and timely information for the performance measurement/assessment model that supports top-management decision-making. The empirical study employs a qualitative methodology comprising five cases using the multiple-case study method. The data collection instrument was semi-structured interviews, and the MAXQDA software was used to treat and analyse the contents. The results show that BD creates value for organisations with positive effects on performance, namely on results, key indicators and turnover, confirming its contribution with relevant financial and non-financial information. It also highlights its innovative approach since the evidence found can be combined with the balanced scorecard (BSC) to identify the most appropriate and efficient key performance indicators (KPIs) for better organisational performance.