The Impact of Big Data Analytics on Firm Performance through Strategic Agility in Multinational Corporations (MNCs) in Thailand

Purpose: This study investigates the influence of big data analytics on firm performance within multinational corpo-rations (MNCs) in Thailand, emphasizing the role of strategic agility. The research aims to explore how big data analytics capabilities enhance strategic agility and, in turn, foster entrepreneurial innovation, organizational learning, and overall firm performance. Design/methodology/approach: The study employed a survey methodology targeting 402 employees of multina-tional corporations operating in Thailand. Participants were selected based on specific criteria: holding at least a Bachelor's degree and having a minimum of one year of experience within their organization. A combination of judgmental, convenience, and snowball sampling techniques was used to gather data. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were utilized to validate the model and test the research hypotheses. Findings: The results demonstrate that big data analytics capabilities significantly impact strategic agility. Furthermore, strategic agility positively influences entrepreneurial innovation and organizational learning. Both entrepreneurial innovation and organizational learning are shown to have a significant positive impact on firm performance. Additionally, strategic agility itself directly enhances firm performance. All proposed hypotheses were supported by the empirical data. Research limitations/implications: While providing valuable insights into the relationship between big data ana-lytics and firm performance in MNCs, the study's context-specific nature may limit the generalizability of the find-ings to other regions or types of organizations. The reliance on self-reported data also introduces potential biases. Originality/value: This research contributes to the literature by elucidating the pathways through which big data analytics enhance firm performance via strategic agility in MNCs. The findings underscore the importance of strate-gic agility in leveraging big data analytics for improved organizational outcomes, offering practical implications for managers and policymakers aiming to harness the potential of big data for sustained competitive advantage.