Can buyer digital information sharing improve supplier innovativeness in the automotive manufacturing industry?

Purpose Previous research on supplier innovativeness literature has focused on how buyers can effectively “pull” innovations from their suppliers. Yet little is currently known about how suppliers proactively seize opportunities to enhance their innovativeness to survive within increasingly complex supply chain environments. This study fills this gap from the supplier’s perspective, with a particular focus on buyer digital information sharing. Specifically, this study aims to explore (i) the relationship between buyer digital information sharing and supplier innovativeness; and (ii) the contingency factors that impact this fundamental relationship. Design/methodology/approach Drawing on the motivation-opportunity-ability (MOA) theory, this study constructed a moderated moderation model that incorporates supplier learning intent and supplier realized absorptive capacity as moderators of the association between buyer digital information sharing and supplier innovativeness. Survey data were collected from automotive manufacturing suppliers in China. Hierarchical moderated regression analysis was used to test the proposed conceptual framework. Findings Research findings indicate that buyer digital information sharing positively affects supplier innovativeness, with this direct effect being amplified by supplier learning intent. Moreover, supplier realized absorptive capacity further strengthens the moderating role of supplier learning intent. Practical implications This study guides supply managers in effectively leveraging relationship-based interactions to enhance their innovation capabilities. It particularly emphasizes the necessity of cultivating supplier learning intent and supplier realized absorptive capacity to unlock the full potential of buyer digital information sharing. Moreover, for buyers, the timely sharing of high-quality digital information with suppliers can also strengthen long-term competitiveness and sustainability within the buyer-supplier network. Originality/value This study advances the understanding of how buyer digital information sharing fosters supplier innovativeness. By extending the MOA theory to a cross-organizational context, it further demonstrates that supplier innovativeness arises from the synergistic interaction among opportunity (buyer digital information sharing), motivation (supplier learning intent) and ability (supplier realized absorptive capacity). This refined theoretical perspective explains why and when buyer-provided digital information can be effectively transformed into supplier innovativeness.