Why doesn't our value creation payoff: Unpacking customer analytics-driven value creation capability to sustain competitive advantage

Advancing value creation has gained momentum in recent years due to the dramatic growth of data-driven marketing analytics. As such, there is an ever-growing surge both in academia and industry to understand data-driven value creation. In particular, customers' data exhibit a new pathway of val...

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Bibliographic Details
Published in:Journal of business research 2021-07, Vol.131, p.287-296
Main Authors: Hossain, Md Afnan, Akter, Shahriar, Yanamandram, Venkata
Format: Article
Language:English
Subjects:
Analysis
Analytics-driven value creation
Big data
Business schools
Customer analytics
Knowledge-based view
Market orientation
Marketing
Resource-based view
Sustain competitive advantage
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Summary:Advancing value creation has gained momentum in recent years due to the dramatic growth of data-driven marketing analytics. As such, there is an ever-growing surge both in academia and industry to understand data-driven value creation. In particular, customers' data exhibit a new pathway of value creation by deploying customer analytics. Despite the strategic importance, there is limited attention to develop and examine the customer analytics-driven value creation capability (CAVCC). Drawing on the resource-based view capability, knowledge-based view, and market orientation, this current research develops and validates a hierarchical model on CAVCC in the big data analytics spectrum. The findings identify the direct and indirect impact on sustained competitive advantage in which customer linking plays a mediating role. The paper discusses key theoretical and practical contributions, along with future research directions.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2021.03.063