Recovering the divide: A review of the big data analytics—strategy relationship

Research on big data analytics has been burgeoning in recent decades, yet its relationship with strategy continues to be overlooked. This paper reviews how big data analytics and strategy are portrayed across 228 articles, identifying two dominant discourses: an input-output discourse that views big data analytics as a computational capability supplementing prospective strategy formulation and an entanglement discourse that theorizes big data analytics as a socially constructed agent that (re)shapes the emergent character of strategy formation. We deconstruct the inherent dichotomies of the input-output/entanglement divide and reveal how both discourses adopt disjointed positions vis-à-vis relational causality and agency. We elaborate a semiotic view of big data analytics and strategy that transcends this standoff and provides a novel theoretical account for conjoined relationality between big data analytics and strategy.