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Big Data Management Activities for Sustainable Business Performance During the COVID-19 Pandemic: Evidence from the Indian Pharmaceutical Sector

Grounded on resource-based view and dynamic capability perspectives, this research aims to explore linkages between the firm's big data management activities (BDMA), green manufacturing (GM) practices, and sustainable business performance (SBP). The research model was empirically evaluated using data collected from 248 pharmaceutical manufacturers in India during the COVID-19 pandemic. The analysis was performed using a covariance-based structural equation modeling using AMOS 20. The results indicate that GM activities impact SBP directly. Further results imply the mediating role of GM practices on the relationship between BDMA and SBP. The analysis reveals that senior management's resource commitment in pharmaceutical firms is a moderating mechanism in strengthening the association between BDMA and GM practices. This study is significant as it provides key theoretical and managerial implications for pharmaceutical sectors during emergent situations.