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




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

KustantajaELSEVIER

Julkaisuvuosi2020

JournalInformation and Management

Tietokannassa oleva lehden nimiINFORMATION & MANAGEMENT

Lehden akronyymiINFORM MANAGE-AMSTER

Artikkelin numeroARTN 103365

Vuosikerta57

Numero7

Sivujen määrä17

ISSN0378-7206

eISSN1872-7530

DOIhttps://doi.org/10.1016/j.im.2020.103365


Tiivistelmä
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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