Big data and firm performance: The roles of market-directed capabilities and business strategy
Suoniemi, Samppa Meyer-Waarden, Lars Munzel, Andreas Zablah, Alex Ricardo Straub, Detmar
Suoniemi, Samppa
Meyer-Waarden, Lars
Munzel, Andreas
Zablah, Alex Ricardo
Straub, Detmar
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2020-11
Journal
Information & Management
Book
Publication Volume
57
Publication Issue
7
Publication Begin page
103365
Publication End page
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Abstract
Despite being the object of much interest, deep insights regarding why and when investments in big data resources enhance firm performance are lacking in the literature. Building on the resource-based view (RBV) and data provided by 301 senior marketing managers, this study reveals that big data resources primarily improve firm performance by enhancing the market-directed capabilities of the firm. In addition, the data indicate that firms pursuing a differentiation rather than cost-leadership strategy gain most from big data resource investments and that such resources account for 13 % of the variance in the performance of firms pursuing a differentiation strategy.
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Keywords
35 Commerce, Management, Tourism and Services, 3503 Business Systems In Context, 3507 Strategy, Management and Organisational Behaviour, 46 Information and Computing Sciences, 4609 Information Systems, Networking and Information Technology R&D (NITRD), Data Science