Use big data to leverage customer need diversity for radical innovation

Document Type

Article

Publication Date

1-1-2023

Abstract

Despite the growing diversity of customer needs, little empirical evidence would guide managers to leverage customer need diversity (CND) for radical innovation. Building on the knowledge-based view and dynamic capabilities, the authors explore relationships among CND, strategic flexibility, big data analytics capabilities, and radical innovation performance. With 308 survey responses from innovation managers, the authors find that CND impacts radical innovation performance via (1) mediation through strategic flexibility and (2) moderation by volume, variety, and velocity capabilities associated with big data analytics. The moderation effects of volume and velocity capabilities are positive and negative simultaneously, depending on the purpose for which CND is utilised. Therefore, to leverage customer need diversity, firms need to build strategic flexibility and exercise caution when utilising big data analytics capabilities.

Identifier

85175449945 (Scopus)

Publication Title

Journal of Marketing Management

External Full Text Location

https://doi.org/10.1080/0267257X.2023.2273277

e-ISSN

14721376

ISSN

0267257X

First Page

1620

Last Page

1644

Issue

15-16

Volume

39

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