Exploring the Interplay between Big Data Maturity Position Awareness and Strategic Performance: The Moderating Role of Big Data Investments

This study explores the relationship between big data maturity position awareness and strategic performance, as well as the moderating role of big data investments in organizations. The research explores how an organization's awareness of its big data maturity, influences its strategic performance, and how investments in resources such as human capital, infrastructure, and policy initiatives can enhance this relationship. Data were collected from 106 respondents acting in leading positions across various units and industries in Kosovo. Three surveys wew developed to measure 1) big data maturity awareness, 2) strategic performance, and 3) big data investments. Statistical analyses, including reliability and validity assessments, regression analysis, and moderated regression analysis, were used. The findings indicate that big data maturity awareness significantly impacts strategic performance, with a strong positive relationship. Additionally, big data investments were found to moderate this relationship, amplifying the effect of big data maturity awareness on strategic performance. The findings also show that big data investments alone do not directly drive significant improvements in strategic performance. However, when investments on big data are paired with high big data maturity position awareness a significant positive interaction is observed. This means that the relationship between big data maturity position awareness and strategic performance is enhanced when big data investments are high, indicating that the two factors work together to improve performance. The study highlights the importance of increasing big data maturity awareness and investing in big data resources to enhance organizational strategic performance