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The intermediating role of big data analytics capability between responsive and proactive market orientations and firm performance in the retail industry

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  • Morimura, Fumikazu
  • Sakagawa, Yuji

Abstract

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 understanding 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.

Suggested Citation

  • Morimura, Fumikazu & Sakagawa, Yuji, 2023. "The intermediating role of big data analytics capability between responsive and proactive market orientations and firm performance in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    • Handle: RePEc:eee:joreco:v:71:y:2023:i:c:s0969698922002867
    DOI: 10.1016/j.jretconser.2022.103193
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