“…The second category is performance, which consists of financial performance, innovation performance, marketing performance, and international performance. (Gnizy, 2019;Saleem et al, 2021a;Saleem et al, 2021b;Vitari & Raguseo, 2020;Wibowo et al, 2021a), production efficiency (Hwang & Kim, 2022), supply chain efficiency (Saleem et al, 2021a), and customer satisfaction (Vitari & Raguseo, 2020). These studies show that big data adoption improves financial performance, innovation performance, marketing performance, and international performance.…”