On the impact of business analytics capabilities on firm performance: evidence from an emerging market

Though prior research has widely considered the importance of business analytics (BA) capabilities in boosting business performance, empirical studies inspecting how BA capabilities contribute to business performance are still missing. Through an integrated framework combining the resource-based theory and outcomes of prior literature, the current research analyses how BA capabilities affect SMEs performance through firm agility and innovative capability. It also scrutinises the moderating role of technological and market turbulence in an era marked by substantially turbulent global business environments. The proposed model was tested using statistical data from 543 Moroccan SMEs and data were analysed using partial least squares (PLS)/structured equation modelling (SEM). Our findings suggest valuable implications to both scholars and practitioners.