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

Md Afnan Hossain, Shahriar Akter and Venkata Yanamandram

Journal of Business Research, 2021, vol. 131, issue C, 287-296

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.

Keywords: Customer analytics; Analytics-driven value creation; Sustain competitive advantage; Resource-based view; Knowledge-based view; Market orientation (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:131:y:2021:i:c:p:287-296

DOI: 10.1016/j.jbusres.2021.03.063

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