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Keywords: Data analytics
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Journal Articles
Journal:
Journal of Strategy and Management
Journal of Strategy and Management 1–24.
Published: 26 June 2026
...Marcel Levi Barreto; Antonio C. Moreira Purpose This study examines why micro and small enterprises (MSMEs) continue to lag in adopting big data analytics (BDA) despite its widely recognized strategic value. Drawing on the unified theory of acceptance and use of technology (UTAUT), we analyze how...
