Federico Del Giorgio Solfa

This article examines the notion of discursive culture in industrial design by analysing entrepreneurial initiatives developed by graduates of the Industrial Design programme at the National University of La Plata, Argentina, between 2009 and 2019. Industrial design education in Argentina has historically emphasised project-based learning and creative autonomy. Yet, graduates increasingly face the challenge of positioning themselves within entrepreneurial ecosystems marked by economic uncertainty and shifting labour markets. This tension provides fertile ground for understanding how design knowledge and entrepreneurial logics intersect. The research adopts a qualitative approach based on 28 in-depth interviews with graduates and the study of eight entrepreneurial cases embedded in the Buenos Aires design ecosystem. Through these narratives, the article investigates how graduates negotiate the cultural values of design practice in relation to the pragmatic demands of business development. The findings highlight three central dimensions. First, the systemic role of products within entrepreneurial projects, where artefacts function not only as market goods but also as cultural mediators. Second, the articulation of professional practice with life projects, showing how entrepreneurship becomes entangled with personal trajectories and aspirations. Third, the influence of the local socio-productive environment, which shapes opportunities, resources, and symbolic recognition. By introducing the concept of “discursive culture” into the analysis of design practices, this article contributes to bridging design studies, cultural discourse theory, and entrepreneurship research. This framework underscores the symbolic, cultural, and communicative dimensions of design beyond its technical and commercial functions. In doing so, it expands the discussion of design’s role in contemporary societies, particularly in Latin American contexts where design, culture, and the economy are deeply interwoven.

The article explores how to integrate user experience and brand narrative into the design of commercial interior spaces. It examines the ways in which these dimensions are coherently aligned with marketing strategies, contributing to the creation of meaningful spaces that communicate identity and generate value. From a design and marketing perspective, real cases are addressed and compared through the dimensions of the experience map, the brand brief, and the construction of atmospheres. The work synthesizes an approach to commercial space intervention based on qualitative analysis, interdisciplinary participation, and user-oriented spatial narratives, aimed at responding to new demands and forms of consumption.

In this paper, we analyze research in the field of design from a methodological and critical perspective. We understand research practice not only as a set of actions oriented toward the production of knowledge, but also as a complex endeavor shaped by social, historical, cultural, political, institutional, and epistemological conditions. From this perspective, we problematize the modes of validation and legitimation of project-based knowledge, addressing the tensions between the frameworks of modern science and the specificities of design practice. Our aim is not to establish normative prescriptions about how research in design should be conducted, but to open a space for reflection that situates the debate historically, institutionally, and socially, and examines its ontological, epistemological, and methodological dimensions. Finally, we propose broadening the discussion to contemporary approaches —such as creativity as method, decolonial perspectives, and the ecology of knowledge— to recognize the plurality of ways of conducting design research.

Entrepreneurship in industrial design entails the convergence and conflict of two distinct cultural logics: that of design and that of business. This self-organized mode of professional practice, increasingly prevalent in contemporary life, is shaped by a dominant ideological infrastructure rooted in global centers, which promotes so-called “success stories” based on economic performance. Such narratives often marginalize alternative practices and influence designers’ professional expectations, limiting the imagination of divergent or locally rooted trajectories. This article, derived from doctoral research, explores alternative ways of understanding entrepreneurship in design by analyzing the discursive cultures adopted by industrial designers and how they reinterpret entrepreneurial activity in specific territorial contexts. The study is grounded in a multiple case analysis of eight entrepreneurial initiatives developed between 2009 and 2019 by graduates of the Faculty of Arts at the National University of La Plata, within the Buenos Aires Entrepreneurial Ecosystem (EEB). Methodologically, the research adopts a qualitative approach, using semi-structured interviews with designers and key informants. It is framed by an integrated analytical model that considers three interrelated dimensions: the designer-entrepreneur, the enterprise, and the ecosystem in which it unfolds. Through this lens, the study reconstructs entrepreneurial trajectories and examines how designers negotiate the intersection of professional identity, local context, and personal life projects. The findings highlight the ways in which designers articulate critical forms of self-organization, resisting hegemonic market logics and pursuing what the study terms projectual sovereignty—an autonomous and context-sensitive way of designing and living.

The article examines commercial interior design through the lens of user experience, conceived as an integral journey that merges functional, sensory, emotional, and symbolic dimensions. In an increasingly competitive and digitalized retail market, physical spaces become strategic stages where brand storytelling and atmospheric design contribute to differentiation and customer loyalty. To achieve this, tools such as the brand brief, which guides project decisions in alignment with corporate values; the customer journey map, which identifies user paths and touchpoints; and spatial storytelling, which conveys symbolic narratives through spatial organization, circulation, and sensory stimuli, are highlighted. The study focuses on three specialty coffee shops in La Plata: Fondacafé, which stands out for its strong visual and chromatic impact; Calma, which emphasizes warmth, cultural interaction, and a sense of pause; and LaSelva, which prioritizes integration with nature and wellbeing. The analysis shows how each proposal translates brand identity into distinct experiences, demonstrating that design without storytelling risks producing empty aesthetics, while identity-driven narratives generate authenticity and lasting value. Finally, the article underscores the potential of this approach beyond commercial contexts—such as educational, institutional, or community environments—where design can act as a sensitive interface that communicates values, fosters belonging, and strengthens connections between people and their surroundings.

This article offers a critical tribute to “Innovation and Design in the Age of Artificial Intelligence”, which anticipated the shift from problem solving to problem finding as the key human role in design under algorithmic automation. Five years later, this paper revisits and expands that framework amid three major transformations: the rise of foundation models and generative AI, the emergence of agentic artificial intelligence capable of orchestration, and the institutionalization of governance through the European AI Act and ISO/IEC 42001. Revisiting Netflix, Airbnb, Tesla, and Microsoft, the study proposes the Agentic Orchestrator Model, integrating four interdependent layers—governance, human sensemaking, agentic orchestration, and operational loops. This model repositions design as a continuous socio- technical architecture where humans, agents, and norms co-produce value and responsibility, extending Verganti’s insights into the era of generative and regulated AI.

This article offers a critical tribute to “Innovation and Design in the Age of Artificial Intelligence”, which anticipated the shift from problem solving to problem finding as the key human role in design under algorithmic automation. Five years later, this paper revisits and expands that framework amid three major transformations: the rise of foundation models and generative AI, the emergence of agentic artificial intelligence capable of orchestration, and the institutionalization of governance through the European AI Act and ISO/IEC 42001. Revisiting Netflix, Airbnb, Tesla, and Microsoft, the study proposes the Agentic Orchestrator Model, integrating four interdependent layers—governance, human sensemaking, agentic orchestration, and operational loops. This model repositions design as a continuous socio- technical architecture where humans, agents, and norms co-produce value and responsibility, extending Verganti’s insights into the era of generative and regulated AI.

This research explores the effects of Big Data systems on the development of intelligent organizations, particularly the mediating role played by electronic customer relationship management (e-CRM). Mixed-method research design was employed in which the research combined information from the literature with primary data collected using a self-administered questionnaire sent out to a total of 250 respondents. Data analysis was performed by SPSS v.20 and the strength of the associations between the study variables was determined using the Pearson correlation coefficient. The findings showed that Big Data has a significant effect on the development of intelligent organizations while such relation is also reinforced by the mediation role of e-CRM. These results point to the strategic need to use Big Data and e-CRM systems to increase the organizational intelligence, customer value creation, and competitive advantage in the data-driven business environment of today.

The COVID-19 pandemic has transformed the dynamics of global tourism, creating an opportunity to explore links between health risk perception and the adoption of responsible environmental practices. This study investigates how the perception of risk associated with COVID-19 influences the pro-environmental behavior of tourists residing in Greater La Plata, Argentina. Using a mixed approach, a Likert questionnaire was designed and applied to 151 international travelers, integrating theoretical constructs of the Norm-Activation Model (NAM): awareness of consequences, environmental responsibility and moral obligation. In addition, the concept of 'pro-environmental health' was introduced to connect psychosocial dimensions with tourism decisions. Exploratory and confirmatory factor analyses revealed that moral obligation and pro-environmental sacrifice are significant predictors of sustainable behaviors, with higher correlations in segments that perceived greater physical or emotional risk during the pandemic. These findings suggest that health crises can catalyze changes in environmental values, provided that infrastructures and social norms are in place to reinforce such practices. The research proposes a conceptual framework that links theories of risk and sustainability, offering practical implications for public policy and tourism marketing strategies in post-crisis contexts.

This chapter deals with the ways in which entrepreneurships driven by industrial design and the strategies for interconnecting design for innovation are articulated. In the first instance, current practices are recognized in order to analyze the different processes that entrepreneurial dynamics go through. This analysis is carried out from a systemic perspective, at three levels of abstraction: designer, entrepreneurship and ecosystem. The theoretical and conceptual framework will be structured based on the innovations driven by design, which occur around the designer, his personal projects, and the possible interactions and singularities offered by living spaces. The objective of this work is to unravel the eventual relationships of the entrepreneurial designer in the ecosystem and to highlight the potential added by emerging connections, which allow for the projection of synergistic actions with other actors to create value(s). In this way, other possible views of the entrepreneurial process are provided, where the cultural and philosophical dimension that characterizes industrial designers allows them to achieve a higher quality of life, designing and producing collectively (in) their environment.

Il design industriale è sempre più importante come mezzo per differenziare i prodotti e aumentarne il valore. Allo stesso tempo, la velocità con cui un prodotto viene offerto nel mercato dipende dalla capacità di integrare il design nel processo di produzione. Tuttavia, molte PMI - in particolare le nuove aziende basate sulla tecnologia - mancano di competenze specialistiche nella gestione del design e spesso non prestano sufficiente attenzione a questo aspetto. L'industria automobilistica e le grandi aziende come Philips e Braun gestiscono e misurano l'impatto del design come strumento innovativo. Negli ultimi anni, le aziende industriali che sono in prima linea nella produzione di determinati prodotti stanno iniziando a sperimentare una forte concorrenza che non è egualmente protetta. Subiscono gli impatti dell'esperienza offerta da quasi gli stessi prodotti a prezzi inferiori, grazie a un minore investimento in ricerca e sviluppo, che riduce la struttura dei costi.

¿De qué hablamos cuando decimos Diseño Sustentable? El diseño sustentable podría definirse como el diseño que tiene en cuenta los aspectos ambientales en todos los niveles de producción. Así mismo, persigue el objetivo de fabricar productos que aporten el menor impacto posible en el ecosistema a lo largo de todo el ciclo de vida. Es muy difícil encontrar productos de consumo que cumplan puntualmente con los Preceptos del eco diseño y que sean exitosos en el mercado. Ante esta situación es necesario revisar los aspectos involucrados en la concepción de un nuevo producto: ¿El rol del diseñador es el adecuado?, ¿Existe una seria y responsable conciencia por parte de los empresarios para llevar adelante un proyecto de eco diseño?, ¿Son los productos eco lo suficientemente atractivos para captar la atención de los consumidores?

El tema de este trabajo es el benchmarking en el sector público. Esta investigación, parte del interés por analizar la importancia que ha cobrado el benchmarking en el sector como herramienta de mejora e innovación de la gestión pública donde los Estados comprometen esfuerzos para conseguir calidad, eficiencia y eficacia en los servicios que presta. En esta lógica se inscribe el principal objetivo, que consiste en realizar aportes y propuestas, para la implementación de herramientas de benchmarking en las dimensiones transversales y regionales del Estado de la Provincia de Buenos Aires. El estudio es exploratorio y descriptivo, emplea una metodología cualitativa que combina un análisis bibliográfico para la elaboración del marco teórico y la definición de los tipos y dimensiones del benchmarking, con la identificación y descripción de experiencias a partir de la evidencia empírica relevada. El punto de partida teórico, se estructura en base a los modelos y enfoques desarrollados por Robert Camp, Michael Spendolini, Rolf Pfeiffer y Fernando Marchitto. Este marco conceptual, permite examinar distintas prácticas institucionales de los niveles subnacional, nacional e internacional.

This paper attempts to open the debate on the idea of local and territorial development of microregional nodes in the Province of Buenos Aires. Under this approach, a model that proposes the creation of Municipal Development Forum, with the participation of local actors, generate local development program is proposed. The proposal is formulated for territories over 5,000 and below 30,000 inhabitants. This criterion is based on the applicability of the proposed model to municipalities with potential for territorial development, large and balanced internal consumption, but where progress is hindered by the proximity of one or two political jurisdictions of a larger productive scale that have became regional administrative centers. The development program will consider a diagnosis of the productive profile of the territory and its relationship with the characteristics and origin of goods or services consumed at the municipality. This territorial development model aims to move towards self-sufficiency on goods and services, to create new jobs and to promote effective and efficient use of local resources. In short, we propose to tackle territorial development from an innovative perspective, focusing on the creation of Municipal Development Fora that foster the improvement and growth of the productive system, the creation of jobs, local identity and the consumption of goods and services locally produced.

This work aims to study strategies used in Argentine local development experiences, focussing on industrial design, marketing and entrepreneurship. In order to this purpose, backgrounds are analysed with this approach adding the study of three strategic plans for national and provincial-level that are currently in force. With the analysis of the transport system in the last decade, an accelerated cost increase is evident, resulting in a relatively higher price of distributed products. This situation that was initially perceived as a disadvantage finally set up an opportunity to produce locally. The goal of this paper is to provide tools that contribute to the work shipped by key institutions for local development (public, private and intermediary organisations), and the way these interact with the actors and the territory. In particular, the identification of productive sectors and the selection of goods that can be produced and consumed locally, as a key input for the formulation of projects.

This paper analyzes the evolution of the Professional Technical Modality in Secondary Education in Argentina since its inception. How has it been traversed by the various productive models, from the foundation of the first technical school with Fordism to local development? What were the main policy milestones throughout this process? In particular, the study incorporates the design and principles of entrepreneurship in the current educational model and the basic tools for entrepreneurial development that contribute to local technological innovation. To conclude, the impact of these new educational policies is evaluated in this dynamic socio-economic context.

Often, there are conceptual differences between politicians, officials, academics and professionals on key concepts related to forms of administrative organization of the State and in relation to the categorization of the various subjects who directs their actions. Settle these differences contribute to the implementation of the modernization of the State. It is also necessary to distinguish conceptually between different degrees of protection can be invoked by natural and legal persons in the administration. To help settle these conceptual differences, we will propose some key definitions related to governance, from a literature review and analysis of the actions of the state.

The theme of this book is benchmarking in the public sector and part of the interest to analyze the importance that benchmarking has gained in the sector -as a tool for improvement and innovation of public management- where States commit efforts to achieve quality, efficiency and effectiveness in the services it provides. The study is exploratory and descriptive, employing a qualitative methodology that combines a bibliographic analysis for the elaboration of the theoretical framework and the definition of the types and dimensions of benchmarking, with the identification and description of experiences from the empirical evidence surveyed. In a special chapter, the importance, scope and dimensions of benchmarking of product design (comparative evaluation of product design or industrial design) is discussed for the state assessment in design and development of new products for micro, small and medium producers. Our approach includes the different policies and actions to support Micro, Small and Medium Industries (MiPyMIs), which are undertaken from subnational states. RESUMEN. El tema de este libro es el benchmarking en el sector público y parte del interés por analizar la importancia que ha cobrado el benchmarking en el sector –como una herramienta de mejora e innovación de la gestión pública– donde los Estados comprometen esfuerzos para conseguir calidad, eficiencia y eficacia en los servicios que presta. El estudio es exploratorio y descriptivo, emplea una metodología cualitativa que combina un análisis bibliográfico para la elaboración del marco teórico y la definición de los tipos y dimensiones del benchmarking, con la identificación y descripción de experiencias a partir de la evidencia empírica relevada. En un capítulo especial se trata la importancia, alcances y dimensiones del benchmarking of product design (evaluación comparada de diseño de producto o diseño industrial) para el asesoramiento estatal en diseño y desarrollo de nuevos productos a micro, pequeños y medianos productores. Nuestro enfoque comprende a las distintas políticas y acciones de apoyo a las Micro, Pequeñas y Medianas Industrias (MiPyMIs), que se emprenden desde los Estados subnacionales.

This book gathers experiences, reflections and new pedagogical proposals that are being incorporated to the teaching practices, in different levels of the technical education in our countries. The authors' interventions, which cover different perspectives and depth, allow us to understand and evaluate: the trajectories that technical education has had since its origins with the advances and setbacks it has experienced with political, economic and productive changes; the methodologies to incorporate the new models of industrial production; the experiences of education for entrepreneurship; and, technical-professional education in development processes.

in the present work we analyze the new concepts and theories related to the activity of Design Management, which focus on the experiences of people and the particular characteristics of each one of them. Specifically, from an Industrial Design perspective, the scope and relationships between these conceptual definitions —now made visible— that always belonged to the field of design of the discipline will be studied, trying to identify how they influence innovation and product development. Finally, it will conclude about its strategic relevance for public and private organizations, and the incorporation to the set of professional activitie.

The subject of this book is benchmarking in the public sector and part of the interest is to analyze the importance that benchmarking has acquired in this sector - as a tool for improving and innovating public administration - when states strive for quality, efficiency and effectiveness of the services offered. The study is exploratory and descriptive and uses a qualitative methodology that combines a bibliographic analysis to develop the theoretical framework and the definition of the types and dimensions of benchmarking with the identification and description of the experiences from the empirical data studied. A special chapter discusses the importance, scope and dimensions of product design benchmarking (comparative assessment of product design or industrial design) for government assessment of design and development of new products for micro, small and medium-sized manufacturers. Our approach covers the various policies and measures to support Micro, Small and Medium Industries (MiPyMIs) implemented by sub-national states.

The study, design and development of a low-cost digital braille printer is boarded with a transdisciplinary approach. The main challenge was focused on reducing significantly the high cost of this type of printers and their printing services. This context is aggravated with the low commercialization of these products in the country, a factor that makes the access of these tools -that are essential to much of the low and middle sectors of the Argentine social structure- even more difficult. An interdisciplinary group of teachers, graduates and students of the careers of industrial design and informatics degree from the National University of La Plata, developed the design and prototype of a braille printer. The work was carried out according to the principles of Gandhian Engineering, based on the reuse of ink-jet printers. The project consists of the design, development and generation of a low-cost Braille printer, produced locally, which prioritizes the use of nationally manufactured components for assembly. To achieve this, an electronic and electromechanical system was designed and manufactured to adapt any Inkjet printer to the objectives of the project, enabling the recycling of obsolete printers. This means, it is proposed to resolve through the use of text printers, applying technical knowledge of computer science and industrial design, to adapt the technological components to the Braille lexicon printer. They also developed, on the one hand, software that controls the printer and allows its use in a simple and accessible way. On the other hand, the hardware and external components were adapted with 3D printing technology and thermoforming, producing a housing that contains the entire printer. Finally, a systematization of the assembly process of the printer prototype was carried out, making it possible to replicate it. Using methodologies of Gandhian Design, a prototype and two alternative proposals of carcasses were obtained. The main objective, which guided this work, was that blind people can access low-cost braille printers promoting by this a favorable impact on the cultural development of their daily lives.

This article attempts to open the debate on a territorial development perspective that fixes the interest in organized territories that are characterized by the existence of a community with a local identity, politically and administratively regulated. We conceive these territories as subjects of development promotion interventions. For this we propose a model for the creation of Municipal Development Forums, which with the participation of local actors, can generate a tailor-made Local Development Program. The development program will consider a diagnosis of the productive profile of the territory and its relationship with the characteristics and origin of goods or services consumed at the municipality. Based on the diagnosis, the causes of the decoupling between the local production system and consumption needs can be detected. And with this, find a way to readjust local production systems to meet the demand for goods and services of the inhabitants, generating new companies and encouraging local consumption.

This article seeks to establish the development of rural communities, with up to 500 inhabitants, with the creation of a Rural Tourism Development Forum and a Tourism Development Program with local identity. It is proposed to capitalize on cultural assets and local knowledge, to strengthen the profile and tourist circuits, local services and enterprises, agro-tourism and other related economic and social activities. The objective is to contribute to territorial tourism development from an innovative perspective, which, based on the efficient use of local resources, generates employment and improves the quality of life of its inhabitants, capitalizing on the advantages of tourist activity. The methodology used consisted in analyzing the problems of local development, identifying the obstacles and conceiving tourism as a solution and sustenance that allowed the elaboration of the model.

The objective of this article is to analyze the relationships between theories of strategic design and participatory design, in multiple commercial alliances between local entrepreneurs from different sectors and their integrated application in the urban context. Various authors have dealt with these strategic issues in isolation and less frequently have addressed them from the entrepreneurial experience. A review of the specific literature allows us to account for the main concepts involved in this approach. The case being analyzed refers to a fitness-related venture in the city of La Plata, which articulated, together with other local actors, a collaborative strategy that led to the application of a superior business model for its sector. In addition, he capitalized on his role as an influencer on the social network Instagram, as a way to enhance the project’s comprehensiveness. The topics that are addressed synthesize the key concepts that allow us to interpret the praxis relieved. And from them, create a model that can be applied in other markets and territories to promote young local development. And in this way, different actors, complementary products and services serve to jointly promote a co-productive and self-managed culture.

This article addresses the new theories and concepts of design management: design thinking, user experience (UX) and service design. They consider people's experiences and focus on the characteristics of each one of them. From industrial design, the scope and relationships between these definitions - now better visible - were analyzed, which always belonged to the design field of the discipline, from which an attempt was made to identify how they influence innovation, design and development of new products. To account for the evolution that the design field has had, the most significant processes are contrasted to visualize the differences that make this change fundamental. Finally, it is concluded on its strategic relevance for the application in public and private organizations. Also taking into account how these theories are methodologically incorporated into the set of activities inherent to industrial design.

The diversity in agronomic practices being used by sugarcane producers in Brazil determines differences in economic performance and cost structure. The purpose of this study is to evaluate the cost of six systems of agronomic practices using fixed or variable rates for soil amendment, fertilizer, and defensive applications and assess the profitability of these systems at three scales of sugarcane production. We then describe the data sample related to the 2019–2020 harvest season and collected from fifty-five sugarcane producers in the central-south region of Brazil. Thereafter, using a quantitative approach, a cost analysis was performed, and the cumulative frequency of the net revenue for the three scales of production (small, medium, and large), was calculated using a Monte Carlo simulation. The cost analysis indicated that fertilizer had the highest cost considering the agronomic practices adopted at the three scales of production analyzed. The cumulative frequency analysis results from the Monte Carlo simulation showed the highest net revenue per hectare for medium sugarcane producers. In addition, the presence of economies of scale was not confirmed because the lowest cost was found in small-scale sugarcane producers and the highest net revenue was obtained by medium-scale sugarcane producers.

The costs of agricultural inputs added to those of labor represent almost a third of the total cost of Brazilian sugarcane production. This study analyzes the behavior of the price per ton of sugarcane in Brazil, relating it to the main production costs of this cultivation. Twelve price indicators from January 2015 to December 2020 were evaluated. First, the data were adjusted to a multiple linear regression model to identify the significant variables on variation in the price per ton of sugarcane. Then, the Monte Carlo simulation was used to measure the level of certainty of occurrence of these variables, and forecasts were obtained from the adjustment of ARIMA models. The results showed the influence of the costs of diesel oil, two agricultural pesticides, and daily laborers on the price of sugarcane, besides an increasing trend of its, providing relevant short-term projections for decision-making about investments in the agribusiness sector.

Purpose: The research explored empirical evidence to assess the impact of cyber security and supply chain risk on digital operations in the UAE pharmaceutical industry. Methodology/Design/Approach: Based on responses from 243 personnel working at 14 pharmaceutical manufacturing companies in Dubai, data were examined for normality, instrument validity and regression analysis. Cyber security and SC risk on digital operations were explored by applying convenient sampling and descriptive and analytical research design. Findings: The findings validated the significant positive association between cyber security and supply chain risk with digital operations. Research implications and Limitations: The research model was developed with three variables evaluated only on the pharmaceutical industry in Dubai. Future research should focus on multiple manufacturing industries by covering a larger geographic area. Practical implications: When suppliers are highly concentrated, customer-focused organisations with uncertain levels of digital transformation could improve their ability to manage supply chain risk by diversifying their clients. Pharmaceutical firms may require a greater focus on technology-based manufacturing firms to build and maintain customer trust. Originality Value: To illustrate how the pharmaceutical industry has explored the relationship between cyber security, supply chain risk and digital operations, the research highlights the significant and convoluted consequences of the relationship model that have not been previously considered.

Healthcare professionals decide wisely about personalized medicine, treatment plans, and resource allocation by utilizing big data analytics and machine learning. To guarantee that algorithmic recommendations are impartial and fair, however, ethical issues relating to prejudice and data privacy must be taken into account. Big data analytics and machine learning have a great potential to disrupt healthcare, and as these technologies continue to evolve, new opportunities to reform healthcare and enhance patient outcomes may arise. In order to investigate the patient’s outcomes with empirical evidence, this research was conducted using an online survey to incorporate healthcare professionals, patient’s reviews, and clinical staff. The data were analyzed using SmartPLS 4.0 to predict the structural model. The findings revealed a direct impact as positive influence of using machine learning on healthcare performance and patient outcomes through big data analytics. Moreover, it is evident that this can lead to personalized treatment plans, early interventions, and improved patient outcomes. Additionally, big data analytics can help healthcare providers optimize resource allocation, improve operational efficiency, and reduce costs. The impact of big data analytics on patient outcome and healthcare performance is expected to continue to grow, making it an important area for investment and research.