Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 71, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2022.103193
Keywords
Big data analytics capability; Big data analytics; Market orientation; Organizational culture; Firm performance
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This study investigates the effects of responsive and proactive market orientations on BDAC and firm performance, finding that both market orientations can enhance BDAC, and BDAC fully mediates the relationship between them and firm performance.
Big data analytics capability (BDAC) is the key resource for competitive advantage in the drastically changing market. Although some studies have investigated the impacts on firm performance, there is limited under-standing of how firms enhance their BDAC. This study draws on organisational culture and investigates the effects of responsive and proactive market orientations on BDAC and firm performance. The results show that both responsive and proactive market orientations increase BDAC. Further, BDAC fully mediates the relationship between these two market orientations and firm performance. Our findings suggest that BDAC researchers should focus on market orientations that enhance BDAC.
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