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