Harnessing Big Data Analytics and Knowledge Sharing for Boosting Organizational Innovation in the Jordanian Insurance Industry

This research examines the role of big data analytics in driving organizational innovation within the Jordanian insurance industry, considering the intermediating function of knowledge management practices.Survey data collected from 270 employees across managerial roles and 15 firms reveals perceivable investments in data systems and knowledge exchange fostering measurable creativity.Regression analysis confirms big data use directly and indirectly influences innovation outcomes when coupled with intra-firm collaboration and information sharing, explaining over a third of variation.While data volumes, variety and processing velocity boost novelty of product or service offerings, concentrated crossdepartmental coordinated efforts supplement the effect.As insurance sector grapples with pressures of increasing digitization, active data-driven knowledge management frameworks can provide strategic advantage.