Vol. 7, Issue 8, Part F (2021)

Abstract
Firms are increasingly relying on business insights obtained by deploying data analytics. Analytics-driven business decisions have thus taken a strategic imperative role for the competitive advantage of a firm to endure. The extent and effectiveness through which business firms can actually derive benefits by deploying big data-based practices requires deep analysis and calls for extensive research. Big data analytics have transformed research in many fields, including the business areas of marketing, accounting and finance, and supply chain management. The present research article intends to identify the scope and reach of Big Data in the present business world.