Big data and firm performance: The roles of market-directed capabilities and business strategy
Suoniemi, Samppa Meyer-Waarden, Lars Munzel, Andreas Ricardo Zablah, Alex Straub, Detmar
Suoniemi, Samppa
Meyer-Waarden, Lars
Munzel, Andreas
Ricardo Zablah, Alex
Straub, Detmar
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2020
Journal
Information & Management
Book
Publication Volume
57
Publication Issue
7
Publication Begin page
103365
Publication End page
Publication Number of pages
Collections
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
Big data resources, Data warehousing, Resource-based view (RBV) of the firm, Market-directed capabilities, Business strategy, Firm performance