Despite being the object of much interest, deep insights regarding why and when investments in big data resources enhance firm performance are lacking in the literature. Building on the resource based view and survey data from 301 senior marketing managers, this study reveals that big data resources improve firm performance by enhancing their market-directed capabilities. A complementary balance of IT infrastructure, human capital through data scientists, and “customer orientation” is necessary for effective BDR management and the impact on firm performance. In addition, firms pursuing a differentiation rather than cost leadership strategy gain most from big data resource investments and that such resources improve by in average 13 % the performance of firms.
Co-Auteurs: Samppa Suoniemia, Andreas Munzel , Alex Zablah, DetmarStraub
