My research focus is on investigating the full potentials of big data analytics (BDA) in supply chain operations (SCO), and whether the hype of BDA meet the promising benefits. The research motives are to describe the reality of BDA impact on SCO and to fill the gap of empirical research to assess the business value of BDA which in its turn helps to broaden the understanding of BDA and its role in capturing business value. Identifying the value of BDA for business purposes will increase the positive impact of business in society when utilising BDA in many aspects such as product quality, price, environment, and employment…etc.