The Impact of Big Data Analytics Capability and Strategic Marketing on SMEs performance: Required Strategyand Capability

Abstract

Big data analytics capability (BDAC) has become a significant focus of investigation within the academic and professional realms. Despite the escalating potential value attributed to BDAC, there remains a notable dearth of studies exploring its influence on firm performance. In this ongoing research, we aim to address this gap by examining the impact of BDAC on various dimensions: BDA management capability, BDA technology capability and BDA talent capability, aligning them with marketing strategic concepts. We aim to provide a comprehensive concept of overall BDA Capability. Through the lens of dynamic capability theory, our study posits that BDA capability affects performance of firms, with strategic marketing acting as a mediating factor. This study builds upon previous research, offering novel contributions, particularly in the domain of strategy and its interconnectedness with BDA. The findings of this research not only elucidate the crucial components of BDA capability and their impact on firm performance but also offer practical insights that can serve as a roadmap, bridging the expectations of managers regarding BDA with the actual implementation of BDAC within marketing strategies.