The era of abundant data is flourishing, primarily driven by the exponential generation of new data, facilitated by the widespread use of electronic devices and internet-connected networks. This reservoir of big data holds the potential to become a crucial source of competitive advantage. However, there is a noticeable gap in research regarding how organizations should adapt to extract value from this data. Recent studies are now delving into the structures and strategies that empower organizations to consistently foster innovation through dynamic capabilities, ultimately leading to the introduction of new products. The organization's resource-based perspective recognizes a firm's dynamic capabilities as the primary wellspring of sustainable competitive advantage. To promote innovation, the cultivation of a culture that actively encourages inventive endeavors across the organization becomes paramount. This study centers on examining how big data analytics capabilities impact organizational innovation, with a moderating influence from organizational culture. It draws upon the resource-based view and sociomateriality theory to pinpoint gaps in the current literature and propose actionable solutions.

Keywords: Big Data Analytics (BDA) Capabilities, Big Data, Dynamic Capabilities Oriented Towards Processes (DCOP), Innovation, Company Culture (CC).