A1 Journal article (refereed)
Big data analytics capability, marketing agility, and firm performance : a conceptual framework (2024)
Vesterinen, M., Mero, J., & Skippari, M. (2024). Big data analytics capability, marketing agility, and firm performance : a conceptual framework. Journal of Marketing Theory and Practice, Early online. https://doi.org/10.1080/10696679.2024.2322600
JYU authors or editors
Publication details
All authors or editors: Vesterinen, Mikko; Mero, Joel; Skippari, Mika
Journal or series: Journal of Marketing Theory and Practice
ISSN: 1069-6679
eISSN: 1944-7175
Publication year: 2024
Volume: Early online
Publisher: Routledge
Publication country: United States
Publication language: English
DOI: https://doi.org/10.1080/10696679.2024.2322600
Publication open access: Openly available
Publication channel open access: Partially open access channel
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/93906
Abstract
This study proposes that the proficient use of big data enables organizations to respond swiftly to market opportunities and threats, leading to positive business outcomes. Drawing on research from marketing, information technology, and management, the study builds a conceptual framework that outlines the relationships between big data analytics capability, marketing agility, and firm performance and pinpoints the contingencies that shape these relationships. While highlighting the importance of agility in harnessing big data for a firm’s success, the study offers avenues for further research and valuable insights for managers looking to invest in big data.
Keywords: big data; enterprises; organisations (systems); marketing; leadership (activity)
Contributing organizations
Ministry reporting: Yes
VIRTA submission year: 2024
Preliminary JUFO rating: 1