Big data technology is passing through an era of transformation age, where the inundation of data and dubbed data deluge is influencing the business performance. The business performance driven by the big data and the volume of the data as grown up to petabytes, and this large, complex, structured or unstructured, and heterogeneous data has gained significant attention. Most of researchers views that big data and data capability as new sustainable competitive advantages that enhance the sustainability of the business. The rapid pace of data growth through various disparate sources has seriously challenged the data analytic capabilities of traditional relational databases. Confidence in the big data strategy of is gradually fading whereas the capabilities of the new techniques for capturing, storing, visualizing, and analyzing data are evolving. In this discussion, we discuss some of the big data models and technologies that are leading contributors in enhanced the business performance and claim to address big data challenges in reliable and efficient ways. Also, we take the strategic potential of big data application into consideration specifically to overcome the business strategy re-design with final aimed of competitive advantages. 
Key words: Big Data, Business Sustainability, Innovation, Competitive advantages

ASSOCIATE PROFESSOR DR. ABDUL MANAF BOHARI is a Senior Lecturer of Information System Management of College of Business, Universiti Utara Malaysia. He received a BSc Soc from University of Malaya, Kuala Lumpur; Master of Business Administration (MBA) from Faculty of Business Management, Universiti Kebangsaan Malaysia, Selangor; and PhD in Geographical Information Systems at University Science Malaysia, Penang. He is noted as a resilient and innovative researcher, a prolific writer and an experienced educator with passion for sports, traveling and voluntary social work.