THE ADOPTION OF BIG DATA SERVICES BY MANUFACTURING FIRMS: AN EMPIRICAL INVESTIGATION IN INDIA

ABSTRACT Although some leading companies are actively adopting Big data services (BDS) to strengthen market competition , many manufacturing firms are still in the early stage of the adoption curve due to lack of understanding of and experience with BDS. Hence, it is interesting and timely to understand issues relevant to BDS adoption. The empirical investigation reveals that a firm’s intention to adopt BDS can be positively affected by the quality and benefits of BDS. Surprisingly, a firm’s absorptive capacity in utilizing big data and risks and costs associated with implementation and ma...