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EEO. 2020; 19(4): 4144-4165

Impact of big data predictive analytics of Strategic Alliance in the Big Data Environment: A mediating role of big data culture

Waqar Ahmad, Fatima Shaukat, Hafiz Muhammad Fakhar Zaman, Dr. Hummaira Qudsia Yousaf.

Based on the resource-based theory, the current study examines the relationship between big data predictive analytics and strategic alliance performance. Furthermore, big data cultureis treated as a boundary condition between big data predictive analytics and strategic alliance performance. There has been little attention has about big data culture influences on big data predictive analytics and strategic alliance performance, especially in developing countries like Pakistan. A survey instrument was used to record the responses from 331 employees of the national database and registration authority (NADRA) of Pakistan. Study findings show that big data predictive analytics has a positive and significant relationship with strategic alliance performance. It was also found that big data culture plays the role of mediator between big data predictive analytics and strategic alliance performance. The study adds a new perspective and contribution to the literature on big data predictive analytics, strategic alliance performance, and Pakistan's NADRA. Further, the study results explain that big data culture is currently the lifeblood for organizations.With the efficient and effective use of a big data culture environment, companies can boost their standards to compete with other organizations in the market.

Key words: Big data predictive analytics, big data culture, strategic alliance performance, National database and registration authority (NADRA) sector companies of Pakistan.

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The articles in Bibliomed are open access articles licensed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (https://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.