Big data analytics capability, marketing agility, and firm performance : a conceptual framework
Vesterinen, M., Mero, J., & Skippari, M. (2024). Big data analytics capability, marketing agility, and firm performance : a conceptual framework. Journal of Marketing Theory and Practice, Early online. https://doi.org/10.1080/10696679.2024.2322600
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Journal of Marketing Theory and PracticeDate
2024Copyright
© 2024 the Authors
This study proposes that the proficient use of big data enables organizations to respond swiftly to market opportunities and threats, leading to positive business outcomes. Drawing on research from marketing, information technology, and management, the study builds a conceptual framework that outlines the relationships between big data analytics capability, marketing agility, and firm performance and pinpoints the contingencies that shape these relationships. While highlighting the importance of agility in harnessing big data for a firm’s success, the study offers avenues for further research and valuable insights for managers looking to invest in big data.
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This work was supported by the Liikesivistysrahasto.License
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