How and when do big data analytics pay off? The role of value creation and market turbulence

Based on the dynamic view, our paper seeks to explore the impact of big data analytics usage (BDA) on the value creation in the supply chain management field. It also explores the moderating role of market turbulence on the relationships between the study factors. We gathered data from supply chain managers in the Egyptian context. We managed to gather data from 489 participants and the data were analyzed through structural equation modelling to test our proposed hypotheses. The analysis revealed that BDA has a significant and positive effect on asset productivity and business growth. Our study also indicated that the links among BDA, asset productivity, and business growth were moderated by market turbulence. Our examination offers meaningful insights for manager to understand the significant impact of BDA on value creation in the supply chain management context.