Value creation through big data in emerging economies: The role of resource orchestration and entrepreneurial orientation

Purpose: The purpose of this paper is to examine how managers orchestrate, bundle and leverage resources from big data for value creation in emerging economies. Design/methodology/approach: The authors grounded the theoretical framework in two perspectives: the resource management and entrepreneurial orientation (EO). The study utilizes an inductive, multiple-case research design to understand the process of creating value from big data. Findings: The findings suggest that EO is vital through which companies based in emerging economies can create value through big data by bundling and orchestrating resources thus improving performance. Originality/value: This is one of the first studies to have integrated resource orchestration theory and EO in the context of big data and explicate the utility of such theoretical integration in understanding the value creation strategies through big data in the context of emerging economies.