Leveraging big data analytics for sustainable competitive advantage: A model of operational performance

Big Data Analytics (BDA) has become an important organizational capability for strengthening firm performance and sustaining competitive advantage. This study examines how Big Data Acceptance, Big Data Assimilation, and Big Data Routinization contribute to Organizational Performance with Big Data Analysis (OPBDA), and how the resulting organizational benefits, such as smarter management decisions, increased innovation and agility, and improved organizational efficiency, relate to sustainable competitive advantage. Survey data collected from 414 respondents in China were analyzed using IBM SPSS 23.0 and partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4. The findings show that acceptance, assimilation, and routinization of big data positively and significantly influence OPBDA. OPBDA, in turn, significantly improves management's decision-making and organizational efficiency, while its relationship with Increased Innovation and Agility is not statistically significant. The study highlights the importance of effectively assimilating and routinizing BDA within organizational processes to strengthen managerial decision-making, operational efficiency, and sustained competitive positioning.