IDEAS home Printed from https://ideas.repec.org/a/eee/tefoso/v190y2023ics0040162523000872.html
   My bibliography  Save this article

Leveraging big data for strategic marketing: A dynamic capabilities model for incumbent firms

Author

Listed:
  • Brewis, Claire
  • Dibb, Sally
  • Meadows, Maureen

Abstract

Big data can improve the profitability and competitiveness of organisations by extending market knowledge and strategic marketing insight. However, there is a disconnect between the opportunities presented and the readiness of incumbent firms to engage with big data, with consequences for their ability to benefit from it. With many organisations overwhelmed by how to manage and use big data, the paper identifies the dynamic capabilities required to exploit big data for strategic marketing and to improve market responsiveness. Data gathered from in-depth, semi-structured interviews with senior managers from four case study organisations, reveals the five interconnected dynamic capabilities required to leverage value from big data. These capabilities are shown to be part of a sequential ‘sensing-reconfiguring-seizing’ process, in which the reconfiguring capabilities play a vital role. The findings contribute to dynamic capabilities theory by identifying and mapping the configuration of big data capabilities required to support strategic marketing initiatives. A new Big Data Capabilities Model is developed, which can be used by organisations to guide how they can leverage value from big data.

Suggested Citation

  • Brewis, Claire & Dibb, Sally & Meadows, Maureen, 2023. "Leveraging big data for strategic marketing: A dynamic capabilities model for incumbent firms," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    • Handle: RePEc:eee:tefoso:v:190:y:2023:i:c:s0040162523000872
    DOI: 10.1016/j.techfore.2023.122402
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0040162523000872
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techfore.2023.122402?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ashaari, Mohamed Azlan & Singh, Karpal Singh Dara & Abbasi, Ghazanfar Ali & Amran, Azlan & Liebana-Cabanillas, Francisco J., 2021. "Big data analytics capability for improved performance of higher education institutions in the Era of IR 4.0: A multi-analytical SEM & ANN perspective," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    2. Runfola, Andrea & Perna, Andrea & Baraldi, Enrico & Gregori, Gian Luca, 2017. "The use of qualitative case studies in top business and management journals: A quantitative analysis of recent patterns," European Management Journal, Elsevier, vol. 35(1), pages 116-127.
    3. Sivarajah, Uthayasankar & Kamal, Muhammad Mustafa & Irani, Zahir & Weerakkody, Vishanth, 2017. "Critical analysis of Big Data challenges and analytical methods," Journal of Business Research, Elsevier, vol. 70(C), pages 263-286.
    4. Kelly D. Martin & Patrick E. Murphy, 2017. "The role of data privacy in marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 135-155, March.
    5. Erevelles, Sunil & Fukawa, Nobuyuki & Swayne, Linda, 2016. "Big Data consumer analytics and the transformation of marketing," Journal of Business Research, Elsevier, vol. 69(2), pages 897-904.
    6. Gupta, Shivam & Justy, Théo & Kamboj, Shampy & Kumar, Ajay & Kristoffersen, Eivind, 2021. "Big data and firm marketing performance: Findings from knowledge-based view," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    7. Valery S. Katkalo & Christos N. Pitelis & David J. Teece, 2010. "Introduction: On the nature and scope of dynamic capabilities," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 19(4), pages 1175-1186, August.
    8. Kathleen M. Eisenhardt & Jeffrey A. Martin, 2000. "Dynamic capabilities: what are they?," Strategic Management Journal, Wiley Blackwell, vol. 21(10‐11), pages 1105-1121, October.
    9. Trainor, Kevin J. & Andzulis, James (Mick) & Rapp, Adam & Agnihotri, Raj, 2014. "Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM," Journal of Business Research, Elsevier, vol. 67(6), pages 1201-1208.
    10. Verhoef, Peter C. & Broekhuizen, Thijs & Bart, Yakov & Bhattacharya, Abhi & Qi Dong, John & Fabian, Nicolai & Haenlein, Michael, 2021. "Digital transformation: A multidisciplinary reflection and research agenda," Journal of Business Research, Elsevier, vol. 122(C), pages 889-901.
    11. Giada Di Stefano & Margaret Peteraf & Gianmario Verona, 2014. "The Organizational Drivetrain: A Road To Integration of Dynamic Capabilities Research," Post-Print hal-01147194, HAL.
    12. Iqbal, Rahat & Doctor, Faiyaz & More, Brian & Mahmud, Shahid & Yousuf, Usman, 2020. "Big data analytics: Computational intelligence techniques and application areas," Technological Forecasting and Social Change, Elsevier, vol. 153(C).
    13. Barbara Kump & Alexander Engelmann & Alexander Kessler & Christina Schweiger, 2019. "Toward a dynamic capabilities scale: measuring organizational sensing, seizing, and transforming capacities," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 28(5), pages 1149-1172.
    14. Bang Nguyen & Xiaoyu (allen) Yu & T. C. Melewar & Junsong Chen, 2015. "Brand innovation and social media : Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability," Post-Print hal-02312301, HAL.
    15. Sultana, Saida & Akter, Shahriar & Kyriazis, Elias, 2022. "How data-driven innovation capability is shaping the future of market agility and competitive performance?," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    16. James G. March, 1991. "Exploration and Exploitation in Organizational Learning," Organization Science, INFORMS, vol. 2(1), pages 71-87, February.
    17. Hadjielias, Elias & (Lola) Dada, Olufunmilola & Discua Cruz, Allan & Zekas, Stavros & Christofi, Michael & Sakka, Georgia, 2021. "How do digital innovation teams function? Understanding the team cognition-process nexus within the context of digital transformation," Journal of Business Research, Elsevier, vol. 122(C), pages 373-386.
    18. Shivam Gupta & Théo Justy & Shampy Kamboj & Ajay Kumar & Eivind Kristoffersen, 2021. "Big data and firm marketing performance: Findings from knowledge-based view," Post-Print hal-03609916, HAL.
    19. Xu, Zhenning & Frankwick, Gary L. & Ramirez, Edward, 2016. "Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective," Journal of Business Research, Elsevier, vol. 69(5), pages 1562-1566.
    20. Wang, Zhan & Kim, Hyun Gon, 2017. "Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 15-26.
    21. Shamim, Saqib & Zeng, Jing & Khan, Zaheer & Zia, Najam Ul, 2020. "Big data analytics capability and decision making performance in emerging market firms: The role of contractual and relational governance mechanisms," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    22. Liu, Yuan-Yuan & Tseng, Fang-Mei & Tseng, Yi-Heng, 2018. "Big Data analytics for forecasting tourism destination arrivals with the applied Vector Autoregression model," Technological Forecasting and Social Change, Elsevier, vol. 130(C), pages 123-134.
    23. David J. Teece, 2007. "Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance," Strategic Management Journal, Wiley Blackwell, vol. 28(13), pages 1319-1350, December.
    24. Rajshree Agarwal & Constance E. Helfat, 2009. "Strategic Renewal of Organizations," Organization Science, INFORMS, vol. 20(2), pages 281-293, April.
    25. Christian Homburg & Dominik M. Wielgos, 2022. "The value relevance of digital marketing capabilities to firm performance," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 666-688, July.
    26. Blazquez, Desamparados & Domenech, Josep, 2018. "Big Data sources and methods for social and economic analyses," Technological Forecasting and Social Change, Elsevier, vol. 130(C), pages 99-113.
    27. Pappas, Ilias O. & Woodside, Arch G., 2021. "Fuzzy-set Qualitative Comparative Analysis (fsQCA): Guidelines for research practice in Information Systems and marketing," International Journal of Information Management, Elsevier, vol. 58(C).
    28. David J. Teece & Gary Pisano & Amy Shuen, 1997. "Dynamic capabilities and strategic management," Strategic Management Journal, Wiley Blackwell, vol. 18(7), pages 509-533, August.
    29. Akter, Shahriar & Wamba, Samuel Fosso & Gunasekaran, Angappa & Dubey, Rameshwar & Childe, Stephen J., 2016. "How to improve firm performance using big data analytics capability and business strategy alignment?," International Journal of Production Economics, Elsevier, vol. 182(C), pages 113-131.
    30. Wang, Yichuan & Kung, LeeAnn & Byrd, Terry Anthony, 2018. "Big data analytics: Understanding its capabilities and potential benefits for healthcare organizations," Technological Forecasting and Social Change, Elsevier, vol. 126(C), pages 3-13.
    31. Matarazzo, Michela & Penco, Lara & Profumo, Giorgia & Quaglia, Roberto, 2021. "Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective," Journal of Business Research, Elsevier, vol. 123(C), pages 642-656.
    32. De Massis, Alfredo & Kotlar, Josip, 2014. "The case study method in family business research: Guidelines for qualitative scholarship," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 15-29.
    33. Sarah Cheah & Shenghui Wang, 2017. "Big data-driven business model innovation by traditional industries in the Chinese economy," Journal of Chinese Economic and Foreign Trade Studies, Emerald Group Publishing Limited, vol. 10(3), pages 229-251, October.
    34. Richard Makadok, 2001. "Toward a synthesis of the resource‐based and dynamic‐capability views of rent creation," Strategic Management Journal, Wiley Blackwell, vol. 22(5), pages 387-401, May.
    35. Awan, Usama & Shamim, Saqib & Khan, Zaheer & Zia, Najam Ul & Shariq, Syed Muhammad & Khan, Muhammad Naveed, 2021. "Big data analytics capability and decision-making: The role of data-driven insight on circular economy performance," Technological Forecasting and Social Change, Elsevier, vol. 168(C).
    36. Margherita Pagani & Catherine Pardo, 2017. "The impact of digital technology on relationships in a business network," Post-Print hal-02312032, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Md Shihab Shakur & Maishat Lubaba & Binoy Debnath & A. B. M. Mainul Bari & M. Azizur Rahman, 2024. "Exploring the Challenges of Industry 4.0 Adoption in the FMCG Sector: Implications for Resilient Supply Chain in Emerging Economy," Logistics, MDPI, vol. 8(1), pages 1-28, March.
    2. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Gupta, Shivam & Sivarajah, Uthayasankar & Bag, Surajit, 2023. "Assessing the impact of big data analytics on decision-making processes, forecasting, and performance of a firm," Technological Forecasting and Social Change, Elsevier, vol. 196(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    2. Liedong, Tahiru Azaaviele & Rajwani, Tazeeb & Lawton, Thomas C., 2020. "Information and nonmarket strategy: Conceptualizing the interrelationship between big data and corporate political activity," Technological Forecasting and Social Change, Elsevier, vol. 157(C).
    3. Li, Lei & Lin, Jiabao & Ouyang, Ye & Luo, Xin (Robert), 2022. "Evaluating the impact of big data analytics usage on the decision-making quality of organizations," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    4. Osama Musa Ali Al-Darras & Cem Tanova, 2022. "From Big Data Analytics to Organizational Agility: What Is the Mechanism?," SAGE Open, , vol. 12(2), pages 21582440221, June.
    5. Patrick Mikalef & Ilias O. Pappas & John Krogstie & Michail Giannakos, 2018. "Big data analytics capabilities: a systematic literature review and research agenda," Information Systems and e-Business Management, Springer, vol. 16(3), pages 547-578, August.
    6. Ghasemaghaei, Maryam & Calic, Goran, 2020. "Assessing the impact of big data on firm innovation performance: Big data is not always better data," Journal of Business Research, Elsevier, vol. 108(C), pages 147-162.
    7. Zhang, Yucheng & Hou, Zhongwei & Yang, Feifei & Yang, Miles M. & Wang, Zhiling, 2021. "Discovering the evolution of resource-based theory: Science mapping based on bibliometric analysis," Journal of Business Research, Elsevier, vol. 137(C), pages 500-516.
    8. Kazadi, Kande & Lievens, Annouk & Mahr, Dominik, 2016. "Stakeholder co-creation during the innovation process: Identifying capabilities for knowledge creation among multiple stakeholders," Journal of Business Research, Elsevier, vol. 69(2), pages 525-540.
    9. Witek-Hajduk Marzanna K. & Zaborek Piotr, 2022. "Social media use in international marketing: Impact on brand and firm performance," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(2), pages 121-142, June.
    10. Verreynne, Martie-Louise & Hine, Damian & Coote, Len & Parker, Rachel, 2016. "Building a scale for dynamic learning capabilities: The role of resources, learning, competitive intent and routine patterning," Journal of Business Research, Elsevier, vol. 69(10), pages 4287-4303.
    11. Jan-Erik Vahlne & Jan Johanson, 2017. "From internationalization to evolution: The Uppsala model at 40 years," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(9), pages 1087-1102, December.
    12. Miikka Blomster & Timo Koivumäki, 2022. "Exploring the resources, competencies, and capabilities needed for successful machine learning projects in digital marketing," Information Systems and e-Business Management, Springer, vol. 20(1), pages 123-169, March.
    13. Vrontis, Demetris & Basile, Gianpaolo & Simona Andreano, M. & Mazzitelli, Andrea & Papasolomou, Ioanna, 2020. "The profile of innovation driven Italian SMEs and the relationship between the firms’ networking abilities and dynamic capabilities," Journal of Business Research, Elsevier, vol. 114(C), pages 313-324.
    14. Khan, Zaheer & Lew, Yong Kyu, 2018. "Post-entry survival of developing economy international new ventures: A dynamic capability perspective," International Business Review, Elsevier, vol. 27(1), pages 149-160.
    15. Ashrafi, Amir & Zare Ravasan, Ahad & Trkman, Peter & Afshari, Samira, 2019. "The role of business analytics capabilities in bolstering firms’ agility and performance," International Journal of Information Management, Elsevier, vol. 47(C), pages 1-15.
    16. Rialti, Riccardo & Zollo, Lamberto & Ferraris, Alberto & Alon, Ilan, 2019. "Big data analytics capabilities and performance: Evidence from a moderated multi-mediation model," Technological Forecasting and Social Change, Elsevier, vol. 149(C).
    17. Baker, William E. & Mukherjee, Debmalya & Gattermann Perin, Marcelo, 2022. "Learning orientation and competitive advantage: A critical synthesis and future directions," Journal of Business Research, Elsevier, vol. 144(C), pages 863-873.
    18. Ashaari, Mohamed Azlan & Singh, Karpal Singh Dara & Abbasi, Ghazanfar Ali & Amran, Azlan & Liebana-Cabanillas, Francisco J., 2021. "Big data analytics capability for improved performance of higher education institutions in the Era of IR 4.0: A multi-analytical SEM & ANN perspective," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    19. Marchand, André & Hennig-Thurau, Thorsten & Flemming, Jan, 2021. "Social media resources and capabilities as strategic determinants of social media performance," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 549-571.
    20. Rahman, Muhammad Sabbir & Bag, Surajit & Gupta, Shivam & Sivarajah, Uthayasankar, 2023. "Technology readiness of B2B firms and AI-based customer relationship management capability for enhancing social sustainability performance," Journal of Business Research, Elsevier, vol. 156(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:tefoso:v:190:y:2023:i:c:s0040162523000872. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.sciencedirect.com/science/journal/00401625 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.