The Role of Big Data Analytics in Reinforcing the Business Sustainability of Enterprises

Abstract

Nowadays Big Data is becoming a vital instrument for many different disciplines, especially for the environmental and ecosystems aspects. It considers a new way of thinking, whereas big data analytics are organizing and analyzing large sets of data to generate and discover new patterns and themes that can solve issues and challenges that arise in society. The main purpose of this article is to clarify the evidential role of big data analytics in business sustainability achievement and to support the decision-making process. Research objectives were achieved through developing a big data analytics framework to support a large scale of business organization to achieve business sustainability and operational excellence to ensure market survival. Also, this research demonstrates the results of applying big data analytics for three big business enterprises as case studies (Amazon, Netflix, and Walmart). In fact, the analytics of big data brought great benefits for business enterprises on different scales