Exploring the interaction between big data analytics, frugal innovation, and competitive agility: The mediating role of organizational learning

Drawing on the dynamic capabilities theory and Big Data Analytics (BDA) literature, this study aims to develop a novel framework, exploring to what extent BDA impacts Organizational Learning (OL), Frugal Innovation (FI), and Competitive Agility (CA). This study also examines to what extent OL mediates the potential role of BDA in generating FI and CA. To conduct this empirical study, data was collected from 223 managers from pharmaceutical companies in Jordan and the data was analyzed using Smart PLS software. The results indicated that BDA significantly impacts OL, FI, and CA. The finding also indicated that OL mediates the impact of BDA on FI and CA. This study significantly contributes to the theory and growing body of knowledge on the intricate interplay among BDA, OL, FI, and CA. It offers valuable insights into the underlying mechanisms driving these relationships and paves the way for organizations to harness the transformative potential of BDA and OL for sustainable growth and success.