The Influence of Big Data Analytics on Innovation Outcomes among Selected Enterprises in Nairobi County, Kenya

Abstract

Organizations that effectively utilize big data can analyse consumer behavior, optimize supply chains, and predict market trends, thereby enhancing innovation performance. However, the extent to which big data analytics influences innovation outcomes varies depending on factors such as industry type, technological readiness, and organizational capabilities. Business enterprises in Nairobi County play a significant role in Kenya’s economic growth through contributions to employment, competitiveness, and innovation. Despite their potential, many of these enterprises face challenges in sustaining innovation due to limited access to finance, inadequate technological adoption, and suboptimal use of data in decision-making. The general objective of this study was to examine the influence of big data analytics on innovation outcomes among selected enterprises in Nairobi County, Kenya. A multiple case study research design was adopted, with a case selection that identied and engaged select enterprises that had implemented or were adopting big data analytics. Data were collected through semi-structured interviews and document analysis. The findings revealed that big data analytics plays a transformative role in enhancing innovation among selected enterprises, resulting in faster product development, improved customer insights, and greater operational efficiency. The extent of these benefits depended on organizational readiness, including infrastructure, data talent, and strategic alignment. Leadership emerged as a critical enabler, with data-literate and visionary executives fostering adoption while promoting a culture of experimentation and agility. Finally, contextual factors such as regulatory compliance and ethical considerations were found to influence the adoption and effectiveness of big data analytics.