Abstract
PurposeIn today's business setting, the business analytic capability, data-driven culture and product development features are highly pronounced in light of the firm's competitive advantage. Though widespread attention has been given to the above concepts, there hasn't been much research done on how it could support achieving competitive advantage.Design/methodology/approachThis research strongly lies on the theoretical background and empirically tests the hypothesized relationships. The primary survey of 272 responses was analysed by using the partial least squares structural equation modelling (PLS-SEM).FindingsThe findings of this study show a significant relationship for the constructs in the research model except for the third hypothesis. Accordingly, the firm's data-driven culture does not have a significant impact on new product newness.Originality/valueThis study empirically tests the business analytics capability, data-driven culture, and new product development features in the context of a firm's competitive advantage. The findings of this study contribute to the theoretical, practical and managerial aspects of this field.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
