Big data in the business environment: an analysis of its contributions to Competitiveness. A Literature Review

In the era of Industry 4.0, characterized by transformative technological advancements reshaping manufacturing processes, big data has become a common practice in business intelligence. It encompasses the use of data with advanced analytics techniques and plays an important role in business aspects and customer choice. In this context, the primary goal of this research is to comprehend the relationship between big data and the competitiveness of businesses. The research is based on a review of 83 articles published on the Web of Science in the period 2016 and 2023. Through cluster analysis, four groups of research categories are identified in this area (big data and AI in Industry 4.0, analysis of data for decision-making, big data and business innovation, and Internet of Things as a data source). The practical implications of this research are pertinent to organizational management activities involving innovation processes and decision-making, with direct implications for small and midsize enterprises competitiveness. On a theoretical level, the identified categories provide a framework for future research in understanding the connection between big data and competitiveness in the context of industry 4.0.