The relative values of big data analytics versus traditional marketing analytics to firm innovation: An empirical study

Colin C.J. Cheng; Eric C. Shiu

doi:10.1016/j.im.2023.103839

The relative values of big data analytics versus traditional marketing analytics to firm innovation: An empirical study

Colin C.J. Cheng, Eric C. Shiu^*

^*Corresponding author for this work

Marketing

Research output: Contribution to journal › Article › peer-review

Abstract

Although big data analytics (BDA) does enhance innovation performance, it remains unclear whether BDA contributes more or less than traditional marketing analytics (TMA) to firm innovation. This study tests hypotheses based on data collected from multiple sources by using four-wave survey and archival data from 201 firms. The results indicate that BDA has a stronger positive effect on new product development (NPD) performance than TMA, over time. However, TMA, when coupled with exploitative innovation strategy, has a stronger positive effect on NPD performance than if coupled with exploratory innovation strategy. Conversely, BDA, when coupled with exploratory innovation strategy, has a stronger positive effect on NPD performance than if coupled with exploitative innovation strategy.

Original language	English
Article number	103839
Journal	Information & Management
Volume	60
Issue number	7
Early online date	11 Aug 2023
DOIs	https://doi.org/10.1016/j.im.2023.103839
Publication status	Published - Nov 2023

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abstract = "Although big data analytics (BDA) does enhance innovation performance, it remains unclear whether BDA contributes more or less than traditional marketing analytics (TMA) to firm innovation. This study tests hypotheses based on data collected from multiple sources by using four-wave survey and archival data from 201 firms. The results indicate that BDA has a stronger positive effect on new product development (NPD) performance than TMA, over time. However, TMA, when coupled with exploitative innovation strategy, has a stronger positive effect on NPD performance than if coupled with exploratory innovation strategy. Conversely, BDA, when coupled with exploratory innovation strategy, has a stronger positive effect on NPD performance than if coupled with exploitative innovation strategy.",

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AB - Although big data analytics (BDA) does enhance innovation performance, it remains unclear whether BDA contributes more or less than traditional marketing analytics (TMA) to firm innovation. This study tests hypotheses based on data collected from multiple sources by using four-wave survey and archival data from 201 firms. The results indicate that BDA has a stronger positive effect on new product development (NPD) performance than TMA, over time. However, TMA, when coupled with exploitative innovation strategy, has a stronger positive effect on NPD performance than if coupled with exploratory innovation strategy. Conversely, BDA, when coupled with exploratory innovation strategy, has a stronger positive effect on NPD performance than if coupled with exploitative innovation strategy.

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The relative values of big data analytics versus traditional marketing analytics to firm innovation: An empirical study

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