Using Big Data Analytics for Competitive Advantage


Bharat Arora
Zillur Rahman


Big Data provides considerable opportunities to firms to serve customers better in unique ways, and, therefore, achieve sustained profitability. In this paper, we develop a conceptual model on how to use big data to improve business performance. Using resource based view as a theoretical lens to analyze this model, we demonstrate that (1) different sources of data that make up big data can be combined in unique ways to provide competitive advantage, and (2) data scientists specifically and other human IT resources in general can provide strategic advantage to firms.