IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v131y2021icp287-296.html
   My bibliography  Save this article

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

Author

Listed:
  • 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.

Suggested Citation

  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296321002265
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2021.03.063?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. Dant, Rajiv P. & Brown, James R., 2008. "Bridging the B2C and B2B Research Divide: The Domain of Retailing Literature," Journal of Retailing, Elsevier, vol. 84(4), pages 371-397.
    2. Dhruv Grewal & John Hulland & Praveen K. Kopalle & Elena Karahanna, 2020. "The future of technology and marketing: a multidisciplinary perspective," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 1-8, January.
    3. Bruce Kogut & Udo Zander, 1992. "Knowledge of the Firm, Combinative Capabilities, and the Replication of Technology," Organization Science, INFORMS, vol. 3(3), pages 383-397, August.
    4. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    5. Germann, Frank & Lilien, Gary L. & Fiedler, Lars & Kraus, Matthias, 2014. "Do Retailers Benefit from Deploying Customer Analytics?," Journal of Retailing, Elsevier, vol. 90(4), pages 587-593.
    6. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    7. Rapp, Adam & Trainor, Kevin J. & Agnihotri, Raj, 2010. "Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology," Journal of Business Research, Elsevier, vol. 63(11), pages 1229-1236, November.
    8. Karl Widerquist, 2018. "The Bottom Line," Exploring the Basic Income Guarantee, in: A Critical Analysis of Basic Income Experiments for Researchers, Policymakers, and Citizens, chapter 0, pages 93-98, Palgrave Macmillan.
    9. Santoro, Gabriele & Vrontis, Demetris & Thrassou, Alkis & Dezi, Luca, 2018. "The Internet of Things: Building a knowledge management system for open innovation and knowledge management capacity," Technological Forecasting and Social Change, Elsevier, vol. 136(C), pages 347-354.
    10. Wendy L. Tate & Lydia Bals, 2018. "Achieving Shared Triple Bottom Line (TBL) Value Creation: Toward a Social Resource-Based View (SRBV) of the Firm," Journal of Business Ethics, Springer, vol. 152(3), pages 803-826, October.
    11. 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.
    12. 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.
    13. David J. Ketchen & G. Tomas M. Hult & Stanley F. Slater, 2007. "Toward greater understanding of market orientation and the resource‐based view," Strategic Management Journal, Wiley Blackwell, vol. 28(9), pages 961-964, September.
    14. Hernández-Linares, Remedios & Kellermanns, Franz W. & López-Fernández, María Concepción, 2018. "A note on the relationships between learning, market, and entrepreneurial orientations in family and nonfamily firms," Journal of Family Business Strategy, Elsevier, vol. 9(3), pages 192-204.
    15. Souiden, Nizar & Chaouali, Walid & Baccouche, Mona, 2019. "Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 116-132.
    16. Huang, Tseng-Lung, 2019. "Psychological mechanisms of brand love and information technology identity in virtual retail environments," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 251-264.
    17. Douglas W. Vorhies & Robert E. Morgan & Chad W. Autry, 2009. "Product‐market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance," Strategic Management Journal, Wiley Blackwell, vol. 30(12), pages 1310-1334, December.
    18. Sophie Bacq & Kimberly A. Eddleston, 2018. "A Resource-Based View of Social Entrepreneurship: How Stewardship Culture Benefits Scale of Social Impact," Journal of Business Ethics, Springer, vol. 152(3), pages 589-611, October.
    19. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    20. Hallikainen, Heli & Alamäki, Ari & Laukkanen, Tommi, 2019. "Individual preferences of digital touchpoints: A latent class analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 386-393.
    21. Margaret A. Peteraf & Jay B. Barney, 2003. "Unraveling the resource-based tangle," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 24(4), pages 309-323.
    22. Yi-Chun Ou & Peter C. Verhoef & Thorsten Wiesel, 2017. "The effects of customer equity drivers on loyalty across services industries and firms," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 336-356, May.
    23. Mahdi, Omar Rabeea & Nassar, Islam A. & Almsafir, Mahmoud Khalid, 2019. "Knowledge management processes and sustainable competitive advantage: An empirical examination in private universities," Journal of Business Research, Elsevier, vol. 94(C), pages 320-334.
    24. John Hulland & Hans Baumgartner & Keith Marion Smith, 2018. "Marketing survey research best practices: evidence and recommendations from a review of JAMS articles," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 92-108, January.
    25. Thomas Davenport & Abhijit Guha & Dhruv Grewal & Timna Bressgott, 2020. "How artificial intelligence will change the future of marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 24-42, January.
    26. Richard Makadok, 1999. "Interfirm differences in scale economies and the evolution of market shares," Strategic Management Journal, Wiley Blackwell, vol. 20(10), pages 935-952, October.
    27. Tran, Trang P., 2017. "Personalized ads on Facebook: An effective marketing tool for online marketers," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 230-242.
    28. Pereira, Vijay & Patnaik, Swetketu & Temouri, Yama & Tarba, Shlomo & Malik, Ashish & Bustinza, Oscar, 2021. "A longitudinal micro-foundational investigation into ambidextrous practices in an international alliance context–A case of a biopharma EMNE," International Business Review, Elsevier, vol. 30(1).
    29. Côrte-Real, Nadine & Oliveira, Tiago & Ruivo, Pedro, 2017. "Assessing business value of Big Data Analytics in European firms," Journal of Business Research, Elsevier, vol. 70(C), pages 379-390.
    30. Demetris Vrontis & Alkis Thrassou & Gabriele Santoro & Armando Papa, 2017. "Ambidexterity, external knowledge and performance in knowledge-intensive firms," The Journal of Technology Transfer, Springer, vol. 42(2), pages 374-388, April.
    31. Wamba, Samuel Fosso & Gunasekaran, Angappa & Akter, Shahriar & Ren, Steven Ji-fan & Dubey, Rameshwar & Childe, Stephen J., 2017. "Big data analytics and firm performance: Effects of dynamic capabilities," Journal of Business Research, Elsevier, vol. 70(C), pages 356-365.
    32. Paschen, Jeannette & Wilson, Matthew & Ferreira, João J., 2020. "Collaborative intelligence: How human and artificial intelligence create value along the B2B sales funnel," Business Horizons, Elsevier, vol. 63(3), pages 403-414.
    33. 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).
    34. Dekimpe, Marnik G., 2020. "Retailing and retailing research in the age of big data analytics," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 3-14.
    35. Kumar, V. & Ramachandran, Divya & Kumar, Binay, 2021. "Influence of new-age technologies on marketing: A research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 864-877.
    36. Gielens, Katrijn & Gijsbrechts, Els & Dekimpe, Marnik G., 2014. "Gains and losses of exclusivity in grocery retailing," International Journal of Research in Marketing, Elsevier, vol. 31(3), pages 239-252.
    37. Nakos, George & Dimitratos, Pavlos & Elbanna, Said, 2019. "The mediating role of alliances in the international market orientation-performance relationship of smes," International Business Review, Elsevier, vol. 28(3), pages 603-612.
    38. Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata, 2020. "Revisiting customer analytics capability for data-driven retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    39. Robert P. Rooderkerk & Harald J. van Heerde & Tammo H. A. Bijmolt, 2013. "Optimizing Retail Assortments," Marketing Science, INFORMS, vol. 32(5), pages 699-715, September.
    40. Ang (Chewie), Tze Chuan & Hayat, Aziz & Li, Bob, 2020. "Short-selling risk in Australia," Pacific-Basin Finance Journal, Elsevier, vol. 63(C).
    41. Hooley, Graham J. & Greenley, Gordon E. & Cadogan, John W. & Fahy, John, 2005. "The performance impact of marketing resources," Journal of Business Research, Elsevier, vol. 58(1), pages 18-27, January.
    42. Roland T. Rust & Ming-Hui Huang, 2014. "The Service Revolution and the Transformation of Marketing Science," Marketing Science, INFORMS, vol. 33(2), pages 206-221, March.
    43. Rust, Roland T., 2020. "The future of marketing," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 15-26.
    44. Kurata, Hisashi, 2019. "Is the information of customer types and preferences to personal selling worth the investment in innovative technology? A modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 371-379.
    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. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata & Strong, Carolyn, 2024. "Navigating the platform economy: Crafting a customer analytics capability instrument," Journal of Business Research, Elsevier, vol. 170(C).
    3. Olabode, Oluwaseun E. & Boso, Nathaniel & Hultman, Magnus & Leonidou, Constantinos N., 2022. "Big data analytics capability and market performance: The roles of disruptive business models and competitive intensity," Journal of Business Research, Elsevier, vol. 139(C), pages 1218-1230.
    4. Lewlisa Saha & Hrudaya Kumar Tripathy & Soumya Ranjan Nayak & Akash Kumar Bhoi & Paolo Barsocchi, 2021. "Amalgamation of Customer Relationship Management and Data Analytics in Different Business Sectors—A Systematic Literature Review," Sustainability, MDPI, vol. 13(9), pages 1-35, May.
    5. Motamarri, Saradhi & Akter, Shahriar & Hossain, Md Afnan & Dwivedi, Yogesh K, 2022. "How does remote analytics empowerment capability payoff in the emerging industrial revolution?," Journal of Business Research, Elsevier, vol. 144(C), pages 1163-1174.

    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. Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata, 2020. "Revisiting customer analytics capability for data-driven retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    2. Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata & Strong, Carolyn, 2024. "Navigating the platform economy: Crafting a customer analytics capability instrument," Journal of Business Research, Elsevier, vol. 170(C).
    3. Akter, Shahriar & Motamarri, Saradhi & Hani, Umme & Shams, Riad & Fernando, Mario & Mohiuddin Babu, Mujahid & Ning Shen, Kathy, 2020. "Building dynamic service analytics capabilities for the digital marketplace," Journal of Business Research, Elsevier, vol. 118(C), pages 177-188.
    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. Morimura, Fumikazu & Sakagawa, Yuji, 2023. "The intermediating role of big data analytics capability between responsive and proactive market orientations and firm performance in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    6. Liang, Xiaoning & Li, Guoxin & Zhang, Hao & Nolan, Eimear & Chen, Fadong, 2022. "Firm performance and marketing analytics in the Chinese context: A contingency model," Journal of Business Research, Elsevier, vol. 141(C), pages 589-599.
    7. Takata, Hidesuke, 2016. "Effects of industry forces, market orientation, and marketing capabilities on business performance: An empirical analysis of Japanese manufacturers from 2009 to 2011," Journal of Business Research, Elsevier, vol. 69(12), pages 5611-5619.
    8. Vlačić, Božidar & Corbo, Leonardo & Costa e Silva, Susana & Dabić, Marina, 2021. "The evolving role of artificial intelligence in marketing: A review and research agenda," Journal of Business Research, Elsevier, vol. 128(C), pages 187-203.
    9. Akter, Shahriar & Hossain, Md Afnan & Sajib, Shahriar & Sultana, Saida & Rahman, Mahfuzur & Vrontis, Demetris & McCarthy, Grace, 2023. "A framework for AI-powered service innovation capability: Review and agenda for future research," Technovation, Elsevier, vol. 125(C).
    10. Scuotto, V. & Le Loarne Lemaire, S. & Magni, D. & Maalaoui, A., 2022. "Extending knowledge-based view: Future trends of corporate social entrepreneurship to fight the gig economy challenges," Journal of Business Research, Elsevier, vol. 139(C), pages 1111-1122.
    11. Alberto Bertello & Alberto Ferraris & Stefano Bresciani & Paola Bernardi, 2021. "Big data analytics (BDA) and degree of internationalization: the interplay between governance of BDA infrastructure and BDA capabilities," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1035-1055, December.
    12. Bodlaj, Mateja & Čater, Barbara, 2022. "Responsive and proactive market orientation in relation to SMEs’ export venture performance: The mediating role of marketing capabilities," Journal of Business Research, Elsevier, vol. 138(C), pages 256-265.
    13. Zahoor, Nadia & Zopiatis, Anastasios & Adomako, Samuel & Lamprinakos, Grigorios, 2023. "The micro-foundations of digitally transforming SMEs: How digital literacy and technology interact with managerial attributes," Journal of Business Research, Elsevier, vol. 159(C).
    14. 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).
    15. Surajit Bag & Shivam Gupta & Ajay Kumar & Uthayasankar Sivarajah, 2021. "An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance," Post-Print hal-03188195, HAL.
    16. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    17. Oesterreich, Thuy Duong & Anton, Eduard & Teuteberg, Frank & Dwivedi, Yogesh K, 2022. "The role of the social and technical factors in creating business value from big data analytics: A meta-analysis," Journal of Business Research, Elsevier, vol. 153(C), pages 128-149.
    18. Sullivan, Yulia & Fosso Wamba, Samuel, 2024. "Artificial intelligence and adaptive response to market changes: A strategy to enhance firm performance and innovation," Journal of Business Research, Elsevier, vol. 174(C).
    19. Claudio Vitari & Elisabetta Raguseo, 2019. "Big data analytics business value and firm performance: Linking with environmental context," Post-Print hal-02293765, HAL.
    20. Dawn Iacobucci & Maria Petrescu & Anjala Krishen & Michael Bendixen, 2019. "The state of marketing analytics in research and practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 152-181, September.

    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:jbrese:v:131:y:2021:i:c:p:287-296. 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.elsevier.com/locate/jbusres .

    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.