A1 Refereed original research article in a scientific journal
Big data and firm performance: The roles of market-directed capabilities and business strategy
Authors: Samppa Suoniemi, Lars Meyer-Waarden, Andreas Munzel, Alex Ricardo Zablah, DetmarStraube
Publisher: ELSEVIER
Publication year: 2020
Journal: Information and Management
Journal name in source: INFORMATION & MANAGEMENT
Journal acronym: INFORM MANAGE-AMSTER
Article number: ARTN 103365
Volume: 57
Issue: 7
Number of pages: 17
ISSN: 0378-7206
eISSN: 1872-7530
DOI: https://doi.org/10.1016/j.im.2020.103365
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.
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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