%0 Journal Article
%@ 0378-7206
%A Suoniemi, Samppa
%A Meyer-Waarden, Lars
%A Munzel, Andreas
%A Zablah, Alex Ricardo
%A Straub, Detmar
%C Amsterdam
%D 2020
%F publications:43911
%I Elsevier
%J Information and Management
%K Big data resources, Data warehousing, Resource-based view (RBV) of the firm, Market-directed capabilities, Business strategy, Firm performance
%N vol.7
%R 10.1016/j.im.2020.103365
%T Big data and firm performance: The roles of market-directed capabilities and business strategy
%U https://publications.ut-capitole.fr/id/eprint/43911/
%V n°57
%X Despite being the object of much interest, deep insights regarding why and when investments in big data resources enhance firm performance are lacking in the literature. Building on the resource-based view (RBV) and data provided by 301 senior marketing managers, this study reveals that big data resources primarily improve firm performance by enhancing the market-directed capabilities of the firm. In addition, the data indicate that firms pursuing a differentiation rather than cost-leadership strategy gain most from big data resource investments and that such resources account for 13 % of the variance in the performance of firms pursuing a differentiation strategy.