Journal
INFORMATION & MANAGEMENT
Volume 57, Issue 7, Pages -Publisher
ELSEVIER
DOI: 10.1016/j.im.2020.103365
Keywords
Big data resources; Data warehousing; Resource-based view (RBV) of the firm; Market-directed capabilities; Business strategy; Firm performance
Funding
- European Union [658789]
- Marie Curie Actions (MSCA) [658789] Funding Source: Marie Curie Actions (MSCA)
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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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