Awan, UsamaBhatti, Sabeen HussainShamim, SaqibKhan, ZaheerAkhtar, PervaizBalta, Maria2023-10-102023-10-102022-07Awan, U, Bhatti, S H, Shamim, S, Khan, Z, Akhtar, P & Balta, M 2022, 'The role of big data analytics in manufacturing agility and performance : moderation- mediation analysis of organizational creativity and of the involvement of customers as data analysts', British Journal of Management, vol. 33, no. 3, pp. 1200-1220. https://doi.org/10.1111/1467-8551.125491045-3172ORCID: /0000-0001-5538-3123/work/110637608ORCID: /0000-0002-7896-4438/work/159079056https://hdl.handle.net/2164/2189321731438engOrganizational creativitybig data analytics capabilitycustomer involvement as a data analystmanufacturing agilitymanufacturing performanceemerging marketsHG FinanceSupplementary InformationHGThe role of big data analytics in manufacturing agility and performance : moderation- mediation analysis of organizational creativity and of the involvement of customers as data analystsJournal article10.1111/1467-8551.12549333