AN ESSAY ON BIG DATA ANALYTICS CAPABILITIES AND ORGANIZATIONAL SUSTAINABILITY: THE ROLE OF DATA-DRIVEN INSIGHTS AND DECISION-MAKING

Abstract

This research explores the transformative role of Big Data Analytics Capabilities (BDAC) in fostering organizational sustainability within the modern digital marketplace. Grounded in the resource-based view, dynamic capabilities, and stakeholder theory, the paper proposes a holistic framework where BDAC functions as a strategic asset composed of seven core dimensions: technology, data quality, simple resources, technological skills, managerial skills, organizational learning, and a data-driven culture. The study establishes that BDAC does not directly translate into sustainability outcomes rather, it operates through a series of mediation and moderation pathways. The impact of BDAC on sustainability is mediated by the generation of data-driven insights and the quality of strategic decision-making. Organizations must successfully convert raw analytical potential into actionable strategic understanding to realize performance gains. The effectiveness of these pathways is significantly influenced by talent management and Artificial Intelligence (AI) orientation. Comprehensive talent strategies that prioritize digital literacy and human-AI collaboration serve to amplify the value of analytical investments. The framework addresses sustainability as a multidimensional construct encompassing economic strength, environmental stewardship, and social well-being. BDAC enhances these areas by optimizing resource use, fostering green innovation, and improving human resource accuracy. The research concludes that achieving long-term sustainability requires a shift from intuition-based to evidence-based organizational cultures. Success depends on a holistic implementation strategy where all seven BDAC dimensions are developed interdependently, alongside robust governance frameworks to address emerging ethical challenges such as algorithmic bias and data privacy. Future research is encouraged to pursue longitudinal designs and investigate these dynamics within the context of small and medium-sized enterprises (SMEs) and developing economies.