How does big data affect organizational financial performance in turbulent markets? The role of customer-linking and selling capabilities

Authors

Omar S. Itani, The University of Texas Rio Grande ValleyFollow
Ashish Kalra
Amin Rostami

Document Type

Article

Publication Date

4-2024

Abstract

The information age provides vast opportunities for organizations to improve their efficiencies by relying on big data-AI empowered analytics (BDA). The purpose of this study is to address the critical question of how BDA-fit affects organizational financial performance, taking into consideration differences between markets and customer change caused by technology turbulence. Using data collected at the firm level and building on Task- Technology Fit Theory and Dynamic Capabilities Theory, empirical results indicate that BDA-fit is important to drive organizational financial performance through the development of customer-linking and selling capabilities. These results vary across markets, with BDA-fit having stronger effects on selling capabilities and organizational financial performance in highly turbulent markets. BDA allows organizations to upturn challenges and hindrances caused by market turbulence into opportunities to increase sales revenues. Based on the findings, theoretical contributions and managerial implications are provided.

Comments

Original published version available at https://doi.org/10.1016/j.techfore.2024.123221

Recommended Citation

Itani, O.S., Kalra, A., Rostami, A., 2024. How does big data affect organizational financial performance in turbulent markets? The role of customer-linking and selling capabilities. Technological Forecasting and Social Change 201, 123221. https://doi.org/10.1016/j.techfore.2024.123221

Publication Title

Technological Forecasting and Social Change

DOI

10.1016/j.techfore.2024.123221