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Big Data Analytics and Strategic Marketing Capabilities: Impact on Firm Performance

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New Knowledge in Information Systems and Technologies (WorldCIST'19 2019)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 931))

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Abstract

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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Author information

Authors and Affiliations

  1. Toulouse Business School, Toulouse, France

    Omar Anfer & Samuel Fasso Wamba

Authors
  1. Omar Anfer
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  2. Samuel Fasso Wamba
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Corresponding author

Correspondence to Samuel Fasso Wamba .

Editor information

Editors and Affiliations

  1. Departamento de Engenharia Informática, Universidade de Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. The Ohio State University, Columbus, OH, USA

    Hojjat Adeli

  3. Faculdade de Engenharia/LIACC, Universidade do Porto, Porto, Portugal

    Luís Paulo Reis

  4. DIMES, Università della Calabria, Arcavacata di Rende, Italy

    Sandra Costanzo

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Anfer, O., Wamba, S.F. (2019). Big Data Analytics and Strategic Marketing Capabilities: Impact on Firm Performance. In: Rocha, Á., Adeli, H., Reis, L., Costanzo, S. (eds) New Knowledge in Information Systems and Technologies. WorldCIST'19 2019. Advances in Intelligent Systems and Computing, vol 931. Springer, Cham. https://doi.org/10.1007/978-3-030-16184-2_60

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