Resilience or Resistance? Outreach of Big Data in the Digital Age

Bibhu Dash, Pawankumar Sharma, Swati Swayamsiddha

Big data, Data Science, Data-driven decision making, 3C Factors, Organizational Performance.

Big data has become a ubiquitous part of modern business due to the development of technology and influence of social media. In dynamic business environments, managing this much big data is neither very seductive nor particularly simple. These data are consumer-driven and consumer-focused. That makes these data special. As data storage prices decrease as a result of cloud growth, data volumes are growing across the board for the company. Every firm is putting a greater emphasis on data-driven decision making, which forces them to concentrate on information extraction and data management. The article explores whether the explosion of big data and its applications is advantageous for the digital age, or on the contrary, it serves as a distraction from more pressing issues and confuses us more than it aids. We also aim on the intellectual underpinnings of big data and how it affects management and organizational performance.