“…Authors have also identified internal factors including company size (Cao et al, 2015;Davenport, Harris & Morison, 2010), the data-savviness of employees and a data-driven culture (Acito & Khatri, 2014;Carillo, 2017;Gupta & George, 2016;Ransbotham, Kiron & Prentice, 2016), executive support, prior successes, and available expertise (Acito & Khatri, 2014;Ransbotham et al, 2016). Another moderating factor is the fit of Analytics to organizational strategy, structure, and processes (Cao & Duan, 2017). This underlines that one Analytics approach of an organization cannot simply be transferred to another.…”