Sustainable Business and Collaboration Driven by Big Data Analytics Amidst the Emergence of the Remote Work Culture

Abstract

There have been many digital advancements that have helped facilitate digital transformation, such as the web's transformation. Many organisations, large and small, have recognised the power of the participatory web to improve productivity and efficiency. However, until recently, it has had little focus in the business and management literature in facilitating sustainable business-to-business (B2B) activities such as remote work practices. Two interrelated functions of business, operations, and marketing have been mapped against three dimensions of sustainability to show how these interrelated functions are related to the three dimensions of sustainability. For that reason, the research shows that with big data and social media analytics integrated into a participatory web environment, B2B companies are able to be profitable and stay sustainable by using their organisational and marketing operations and services strategically, whether it be internally or externally with other organisations.