Why doesn't our value creation payoff: Unpacking customer analytics-driven value creation capability to sustain competitive advantage
Publication Name
Journal of Business Research
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.
Open Access Status
This publication is not available as open access
Volume
131
First Page
287
Last Page
296
Funding Sponsor
University of Oxford