Big Data Analytics and Strategic Marketing Capabilities: Impact on Firm Performance Research in Progress
Big data analytics are currently considered as an important changer in the digital economy. However, the emerging literature on the topic has not yet looked at the ways to capture business value from big data analytics capabilities (BDAC) Based on resource based view (RBV) and dynamic capabilities theory (DC) we propose a research model that assesses the impact of BDAC on firm performance (FP) in a turbulent environment (market and technological uncertainties) The study argues that this impact is mediated by the firm's adaptive marketing capabilities (AMC) To test the proposed model, mixed methods research approach (quantitative and qualitative) will be adopted. The key significance of this research study is that it seeks to explore the mechanism through which BDAC could lead to firm competitive advantage and thus enriching the literature on information technology business value.
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