Big Data Analytics Capability and Firm Performance in Retailing: A Systematic Review

Abstract

Big data analytics refers to the process of discovering trends, patterns, and correlations in vast amounts of raw data. It is a very important field of study because it helps the organisation to identify new opportunities that are based on data-driven decision-making. However, a comprehensive review of big data analytics is still limited, especially with respect to China. Therefore, in this paper, we provide a systematic review of big data analytics and firm performance specifically in retailing in China. This review will help in easily understanding the correlation between both and also set a clear direction for carrying out future research in this area.