Use of Big Data Analytics in Business Agility: Case of Real Estate Firms in Nairobi

Abstract

The effect of the coronavirus pandemic has prompted firms to develop resilience to crises and the resulting shocks. As markets experience sudden changes, meeting requirements and expectations of several stakeholders requires quicker process improvements; business agility becomes a fundamental factor, one of the most decisive in turbulent environments for organizations to succeed. This study aims to look at the real estate firms in Nairobi that forms part of the social strategic sectors. Data has long been at the heart of the real estate business and although big data is not a new concept in real estate, its exponential expansion is. Technology and more so big data analytics has been viewed as a catalyst in influencing business agility in order to stay competitive in the industry. The outcomes of using big data for strategic advantage such as business agility have been varied thus far, therefore; the general objective of this study was to evaluate and analyze influence of use of big data analytics in business agility in real estate firms in Nairobi. This research utilized the literature review method to investigate the use of technology and data specifically BDA in business agility and to review existing business agility models and develop a suitable model for evaluating agility in real estate firms in Nairobi by operationalizing the dynamic capability theory into a workable framework focusing on an enterprise’s ability to rapidly reconfigure and orchestrate competences that have been sourced externally, that will enable adaptation in fast changing business environments. Using the convenience sampling method, the target population was six real estate firms in the Nairobi metropolitan area with a sample of 40 respondents. The response rate was 90% from 36 respondents. As such, this study employed descriptive research design where both qualitative and quantitative data were gathered. Specifically, data collection was accomplished through online questionnaire method with both open-ended questions and Likert scale questions. Additionally, data analysis was accomplished through a descriptive statistical tool, and specifically SPSS and Excel. Furthermore, the mean, tabulations, percentages, charts, and tables were employed to present the findings. Finally, address the key objective of this research paper the correlation and regression model were applied. The results of the study concluded that there is a positive relationship between big data and business agility according to literature and there is a positive influence in the use of big data analytics on sensing, seizing and transforming capabilities which are business agility variables.