Department of Accounting and Information Systems

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    The impact of Big data analytics to Sustainability Strategy in the Telecommunications sector in Zimbabwe
    (Great Zimbabwe University, 2024) Dube Edward
    Big data analytics (BDA) held potential for sustainability strategies but barriers remained in developing country contexts. This mixed-methods study explored BDA's impact on sustainability practices in Zimbabwe's telecommunications sector considering negative current ratios, adopting a pragmatic paradigm recognizing the multidimensionality of sustainability and BDA concepts. The target population included professionals and executives from Zimbabwe's four major telcos involved in BDA, finance, strategy and sustainability. A sequential explanatory design combined survey and interview data, with probability sampling using Krejcie and Morgan's (1970) technique to determine a sample size of 80, though 71 were achieved due to resource constraints. Survey responses underwent quantitative descriptive analysis, while qualitative follow-up involved purposeful sampling of 5 interview participants for thematic analysis. The study aimed to: 1) explore qualitatively the impact of sales analytics on sustainability strategy and develop predictive models to forecast how sales analytics could shape strategy over time; 2) examine qualitatively the relationship between customer analytics and strategy, and quantitatively assess how customer analytics predicted strategy success; 3) investigate qualitatively social media analytics application on sustainability strategy and developed predictive models to forecast how social media analytics influence key performance indicators (KPIs); and 4) examine qualitatively the links between supply chain analytics and sustainability strategy, and quantitatively assess relationships and develop forecasting models. Findings linked negative current ratios to limited data quality and analytics capabilities, constraining critical technology investments, though strategic BDA application could optimize operations and reduce waste to enhance sustainability. Integrating insights, the study provided evidence-based policy recommendations centered on developing an enabling national framework for responsible data-driven innovation supporting development priorities through skills, infrastructure, innovation support, and public-private partnerships, addressing research gaps on contextual influences in Africa and contributing perspectives on stewarding data solutions for sustainability through multi-stakeholder collaboration. Future longitudinal or comparative case studies could better understand long-term impacts across sectors and contexts