Examining the needs to adopt big data analytics in B2B organizations: development of propositions and model of needs

Purpose Big data analytics (BDA) is becoming a strategic tool to harness data to achieve business efficiencies. While business-to-customer organizations have adopted BDA, its adoption in business-to-business (B2B) has been slow, raising concerns about the lack of understanding of the need to adopt BDA. Little knowledge exists on the subject and the purpose of this study is to examine BDA adoption needs among B2B organizations....