Abstract
Despite the (advances and) widening range of business opportunities offered by ‘Big Data’ utility, its adoption by contemporary organizations is yet to move beyond its early capture, especially in developing countries like Nigeria, the contextual focus of this current study. This study empirically collected and analysed survey data from 261 professionals across Nigeria’s manufacturing and service industries in 2021. This study draws on business-to-business (B2B) marketing context, dynamic capabilities theory, and Technology-Organization-Environment (TOE) frameworks to examine the factors that affect organizations' BDA adoption as well as the associated management policy development issues relating to financial and non-financial performance and moderated by environmental dynamism. The findings address 7 hypotheses, namely 1 and 2 which support that the anticipated organizational value and technological competence positively influence management’s decision to adopt BDA. Interestingly, 3 and 4 confirmed that top management support and organizational readiness positively impact management’s BDA decision 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.