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 editorsVesterinen, Mikko; Mero, Joel; Skippari, Mika

Journal or seriesJournal of Marketing Theory and Practice

ISSN1069-6679

eISSN1944-7175

Publication year2024

VolumeEarly online

PublisherRoutledge

Publication countryUnited States

Publication languageEnglish

DOIhttps://doi.org/10.1080/10696679.2024.2322600

Publication open accessOpenly available

Publication channel open accessPartially 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.


Keywordsbig dataenterprisesorganisations (systems)marketingleadership (activity)


Contributing organizations


Ministry reportingYes

VIRTA submission year2024

Preliminary JUFO rating1


Last updated on 2024-03-07 at 01:07