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

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  • Hossain, Md Afnan
  • Akter, Shahriar
  • Yanamandram, Venkata

Abstract

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.

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  • Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata, 2021. "Why doesn't our value creation payoff: Unpacking customer analytics-driven value creation capability to sustain competitive advantage," Journal of Business Research, Elsevier, vol. 131(C), pages 287-296.
    • Handle: RePEc:eee:jbrese:v:131:y:2021:i:c:p:287-296
    DOI: 10.1016/j.jbusres.2021.03.063
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