Innovation as the strategic driver of sustainability: big data knowledge for profit and survival

Innovation has long been a central strategic focus of firms, and sustainability has recently become such a focus. We posit that innovation-across the value chain, in strategy, and in business models-is the central element of any truly sustainable business. Linking the theoretical models of Market Orientation (MO) and the Resource Based View of the Firm (RBV), purposive search directed through a Knowledge Based View (KBV) offers a schematic outline for how and where applications of big data analytics can facilitate innovation for long-term sustainability of the firm-for survival, profit, and dynamic fit with the changing environment.