Track: Entrepreneurship and Innovation

Abstract

In the context of SMAC technology, the paper investigates the analytics focus that plays a vital in the business strategy. The SMAC technology has been using to insight into business issues to increase the firm’s performance and sustain the business. On the basis of a comprehensive literature survey, we explore the two business strategy such as cost leadership and differentiation and two types of innovation focus such as exploratory & exploitative. Analytics focus in the firms is increasingly recognized as the application base that leads to enhancing competitiveness. Further, we build a theoretical framework and give four propositions that can clearly identify how the different strategic firms would require different types of analytics. In addition, we investigate the relationship between exploratory/ exploitative innovation, cost leadership/differentiation strategy, and analytics applications.