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EMAC 2024 Annual


Big Data Analytics Capability, Marketing Agility, and Firm Performance: A Conceptual Framework
(A2024-119707)

Published: May 28, 2024

AUTHORS

Mikko Vesterinen, Jyväskylä University School of Business and Economics; Joel Mero, University of Jyväskylä; Mika Skippari, Jyvaskyla University School of Business

ABSTRACT

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. This study addresses the gaps in previous research by examining nuanced mechanisms and external contingencies related to the interplay between big data usage and agility. We propose that the impact of big data resources on agility is contingent on the market environment, industry's technology intensity, and regulatory environment. While highlighting the importance of agility in harnessing big data for firm success, the study offers avenues for further research and valuable insights for managers looking to invest in big data.