Strategic Alignment of Big Data Analytics: Leveraging Operational and Market Capabilities for Organisational Performance

• Syed, T.A.
• Bhatti, Z.A.
• Clifft, S.
• Siraj, S. https://orcid.org/0000-0002-7962-9930
• Pahuja, A.
• Nawaz, R.

This is an author produced version of an article accepted for publication in the British Journal of Management (BJM), made available under the terms of the Creative Commons Attribution License (CC-BY), which permits unrestricted use, distribution and reproduction in any medium, provided the original work is properly cited.

• Accepted: 8 August 2025