Big data analytics (BDA) have the power to modernize traditional ways of doing business. Nevertheless, the impact of BDA capabilities on a firm’s innovation performance is still not fully understood. The ‘Age of Data’ is thriving because new data is being produced at an unprecedented rate and with an increasing volume, due to global usage of different electronic devices and gadgets which are connected to each other through internet and other networks. Such Big data has the potential to become a key source of competitive advantage. However, proper analyses of both structured and unstructured data need to be conducted to get deeper insights into customer behaviour. Innovation is a key part of the obtaining business value …

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