.... Design/methodology/approach This conceptual paper theorises an AI adoption continuum framework comprising three stages: symbolic, process-embedded and architectural. The framework integrates institutional pressures, resource endowments and dynamic capabilities to explain ventures’ positioning along...

... on the dynamic capabilities perspective. Findings The analysis of the results suggests that Big Data capability develops when the resources parts of Big Data and the skill and competency parts are integrated and then grow into a dynamic capability. Research limitations/implications This study contributes...