Ariful Islam & Sazali Abd Wahab
Ariful Islam*
Putra Business School (AACSB-Accredited), Universiti Putra Malaysia, Serdang, Malaysia
E-mail: farhan_ctg2012@yahoo.com
Sazali Abd Wahab
Putra Business School (AACSB-Accredited), Universiti Putra Malaysia, Serdang, Malaysia
E-mail: sazali@putrabs.edu.my
Abstract
During the Covid-19 pandemic, a new age digital era has emerged; the Big-data Analytics (BDA) could be instrumental in keeping this new virus within reasonable limits. Beside, BDA has the potential to transform firms to implement sustainable business practices. So, the main target of the study is to analyze BDA focused sustainable business strategy by the lens of the Covid-19 emergency. A systematic analysis of literature has been executed to discuss the DBA focused sustainable business configuration triggered by pandemic, in which over 250 publications are read and reviewed by the authors. The analysis confirms that the Covid-19 emergency can be one of the most important drivers, influencing sustainable business configuration through the implementation of BDA. This pandemic sets the perfect platform for digitalization in business organizations to obtain sustainable accomplishments avoiding high infrastructure expenses. Prior empirical attempts are subsequently required to inquiry about the proposed conceptualization from different perspectives. The direction of the paper provides recommendations for businesses on how to remain competitive through BDA focused sustainable business strategies. This article is the first to discuss BDA focused sustainable business configuration to harness the hidden potential of the pandemic.
Key word: AI, Competitive advantage, Covid-19, IoT.
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