Factors Influencing Big Data Analytics Integration in New Product Development: Evidence from Saudi Arabia

Abstract

Big data analytics (BDA) have long been used to harness the benefits of the ever-growing volumes of data generated in today's markets. While BDA is usually utilized to inform business decisions and strategies, efforts to incorporate big data analytics into more innovative business functions are rarely explored. This paper investigates the factors that influence the integration of Big Data Analytics tools into the New product development process by surveying 146 product development specialists working in Saudi-based businesses. Our data were analyzed using a Backward Stepwise logistic regression. Our model explained about 28% of the variance in deploying BDA in new product development projects. The model's positive predictive value was 83.7%, and its negative predictive value was 60%, indicating high accuracy in predicting deployment and non-deployment outcomes. Our findings revealed compatibility and top management support as the most significant factors influencing the integration of BDA into product development in Saudi businesses. This study contributes to the body of literature by using a holistic approach to examine the integration of IT solutions into specific business functions. It also guides managers aiming to incorporate Big Data Analytics into their New Product Development projects.