Big data and firm performance: The roles of market-directed capabilities and business strategy



: Samppa Suoniemi, Lars Meyer-Waarden, Andreas Munzel, Alex Ricardo Zablah, DetmarStraube

Publisher: ELSEVIER

: 2020

: Information and Management

: INFORMATION & MANAGEMENT

: INFORM MANAGE-AMSTER

: ARTN 103365

: 57

: 7

: 17

: 0378-7206

: 1872-7530

DOI: https://doi.org/10.1016/j.im.2020.103365


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.



Last updated on 2024-26-11 at 23:31