Data-driven culture and orchestrated data ecosystems: a conceptual model based on the resource-based view

Purpose - This conceptual paper examines how orchestrated data ecosystems influence the development of a data-driven culture based on the resource-based view, proposing a conceptual model and theoretical propositions. Design/methodology/approach - The study is grounded in the resource-based view and theory-building from literature, employing an integrative review to structure a conceptual model. The analysis connects concepts related to data-driven culture, orchestrated data ecosystems and sustainable competitive advantage. Findings - The paper argues that, within orchestrated data ecosystems, the orchestrator promotes the adoption of data-driven practices, which can be considered a strategic resource from the resource-based view perspective. The adoption of these practices supports the development of sustainable competitive advantages for both organizations and the ecosystem. The study presents a conceptual model and two theoretical propositions that structure this relationship. Originality/value - This paper extends the application of resource-based view to data ecosystems by considering data-driven practices as strategic resources that contribute to sustainable competitive advantage. The originality lies in the proposition that, in orchestrated data ecosystems, the orchestrator facilitates the dissemination of these practices, shaping sustainable competitive advantages at both the organizational and ecosystem levels.