Impact of big data analytics & machine learning on innovation of manufacturing companies

Developments in Business Analytics the era of Big Data have furnished unprecedented possibilities for businesses to innovate. With insights gained from Analytics, are a position cultivate new or even enhanced products/services. Nevertheless, not many scientific studies examined mechanism whereby plays role firm 's innovation results. This particular analysis aims deal with this gap by empirically and theoretically checking out connection between as well innovation. In order do aim, absorptive capability principle is employed theoretical lens understand improvement research version. Absorptive capacity theory describes potential importance fresh, external info, assimilate it put on commercial ends. The study model covers usage innovation, data-driven culture, environmental scanning, along competitive advantage. design way questionnaire survey 228 USA companies. results suggest that specifically increases green scanning which helps you improve company development. also enhances data driven culture turn impacts scanning. Data-driven another essential function moderating impact product meaningfulness. findings show beneficial effect analytics development pivotal roles culture. Organizations wishing realize possibility thus require changes both their internal focus.