Big data analytics capabilities and innovation effect of dynamic capabilities, organizational culture and role of management accountants by Munir, Sabra, Abdul Rasid, Siti Zaleha, Muhammad Aamir, Muhammad Aamir, Jamil, Farrukh, Ahmed, Ishfaq

“…This involves a shift in focus from almost standardized approaches to developing BDAC without contextual focus on approaches that are much more heterogeneously related to each organization and hence are more focused on the context of the pharmaceutical industry. Research limitations/implications: The main aim of key research questions in this study is to increase the contributions of BDAC toward improving innovation performance in the presence of the abovementioned variables and relationships that exist between them. …”