Exploring the impact of big data on business relationships and sustainability: the moderating role of absorptive capacity in manufacturing firms

Purpose This study investigates how big data (BD), conceptualized through the five Vs (volume, variety, velocity, veracity and value), influences business relationships (BR) and sustainable performance (SP) in Mexican manufacturing firms and how absorptive capacity (AC) shapes these effects. Design/methodology/approach Survey data from 304 manufacturing firms were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings BD enhances BR and SP. BR positively affects SP, and AC acts as a critical dynamic capability that amplifies the impact of BD. Firms with strong AC derive superior strategic, relational and sustainability benefits from BD, while those with weak AC gain less advantages. Research limitations/implications The study focuses on a single-country context and the 5Vs framework. Future studies should test the model across industries and economies and consider additional moderators such as digital organizational culture or institutional pressures. Practical implications Policymakers and business leaders should prioritize BD adoption and invest in AC development. This will enhance collaboration and enable data-driven strategies that support environmental and social goals in manufacturing. Grounded in the knowledge-based view and business ecosystem theory, the study advances theory showing that BD becomes a strategic knowledge asset when firms possess AC. AC enables the acquisition, assimilation, transformation and exploitation of BD, turning raw data into knowledge that fosters collaboration and sustainability. This highlights the co-evolution of digital and learning capabilities as drivers of sustainable competitiveness. Originality/value This study contributes to the knowledge-based view and business ecosystem Theory by integrating digital and relational capabilities into a framework for sustainable performance. It offers empirical evidence from an emerging economy, providing insights relevant for both researchers and practitioners in digital transformation and sustainability.