Employing big data capability in the face of fierce competition: Exploring the synergy between market orientation, marketing strategies, and innovation capabilities

Abstract

Fueled by big data, the information age offers firms opportunities to enhance marketing efficiency and drive innovation. For that, based on conceptualizing big data capability as a three-factor construct integrating business, human, and technology resources and employing a resource-based view (RBV) and dynamic capabilities theory (DCT), we build a model showing how market orientation leads to the advancement of marketing and innovation capabilities through the effective use of big data, thereby, positioning big data capability as a mediating factor. We then highlight how the competitive intensity of a firm's industry, as a moderator, strengthens the capacity for big data to translate to capabilities. This model highlights the operational impact of big data capability and extends the RBV and DCT by integrating the moderating effects of competitive intensity on these capabilities. This investigation introduces an advanced understanding of the link between market orientation and big data capability. It offers theoretical contributions and practical recommendations for professionals in competitive markets.