THE IMPACT OF BIG DATA ANALYTICS CAPABILITY ON INNOVATION CAPABILITY: THE MEDIATING ROLE OF TOTAL MARKET ORIENTATION

Abstract

With firm-wide big data analytics capability growing rapidly, academics
and practitioners have been considering the mechanism through which big
data analytics capability can leverage innovation capability. This article
analyzes the influence of big data analytics capability on both two types of
innovation capability: incremental and radical, with the mediating role of
total market orientation. The analyzed data are responses from 363 senior
managers in an emerging economy: Vietnam. The significant results reveal
that big data analytics capability enhances total market orientation and this,
in turn, affects innovation capability. Thus, the findings reveal the important
mediating role of total market orientation on the link between big data
analytics capability and innovation capability. The findings are to improve our
knowledge of big data analytics capability and innovation capability and
ensure finding the best resolutions for investing in enhancing big data
analytics capability.