Exploring How Big Data Analytics Management Capability Fuel Market Performance: Evidence From a Mediated Moderation Model

Although firms are keen on using Big Data analytics management capability (BDAMC) to improve their performance, they have little knowledge of understanding the mechanisms and conditions of this relationship. To fill this research gap, this article explores the indirect effect of market orientation on the relationship between BDAMC and market performance. Also, this article tests the moderating effect of dynamic capability in this relationship. Based on 483 survey data from Chinese firms and foreign firms, the results show that BDAMC can fuel market performance by fostering market orientation. In addition, dynamic capability positively moderates the direct effect of market orientation on market performance. Meanwhile, the indirect effect of market orientation in the relationship between BDAMC and market performance is also moderated by dynamic capability. These findings contribute to understanding how to apply BDAMC to realize performance, which enriches the managerial literature about Big Data management.