Strategic Integration of Big Data Analytics in R&D: Impact on New Product Success in Turbulent Markets

This research investigates the strategic integration of Big Data Analytics (BDA) within marketing to bolster new product success (NPS). Framed within the context of the resource-based view, the study positions BDA as an essential capability influencing customer agility, ultimately contributing to the success of novel products. Drawing on data from key executives in North American industries, the investigation employs Structural Equation Modelling (SEM) to scrutinize the intricate interplay among diverse components of the BDA capability set. These components include practical data aggregation tools, data analysis tools, interpretation tools, and the skill sets of analytical professionals. The paper discerns how these elements empower firms to monitor customer agility and influence NPS. Additionally, the study explores the moderating influence of environmental (market) turbulence on NPS and Product Innovation Performance (PIP). The findings underscore the significant role played by the BDA capability set and market turbulence in driving success in product innovation. NPS is identified as intricately linked to customer agility and product innovation performance, with environmental turbulence modulating these critical relationships.

We argue that dynamic capability theory and customer agility are closely related concepts, highlighting the importance of organizational flexibility, learning, and adaptation in responding to dynamic market conditions and customer demands. Customer agility involves a firm's ability to respond rapidly to changing customer needs, preferences, and market dynamics. Organizations that successfully develop dynamic capabilities are better positioned to enhance customer agility and achieve sustainable competitive advantage in today's rapidly changing business environment.

Big data analytics help managers better understand customers and their behaviors and preferences. Firms are interested in expanding their big data analytics tools and capabilities to get a complete picture of their customers, mainly when offering a new product or service.  The significant goal is to create analytical models and gain insights to help organizational decision-making in many cases. This research develops a framework to understand how big data analytics tools help firms succeed in their new product. The results of our empirical research show that BDA is recognized as a novel frontier of competitive advantage, a veritable bundle of strategic capabilities that could enhance other organizational capabilities in achieving competitiveness.

However, many areas of this competitive frontier need unraveling. With an empirical approach using data from North American managers, the present study has further articulated the relationships between the BDA capability set and customer agility in NPS. Customer agility alone cannot result in product development, and BDA, on its own, without adequate knowledge, does guarantee the firm's success.  This study gained further insights into the various capabilities, moderators, and variables involved in product innovativeness and its success. This study has expounded and helped unbundle big data analytics and its significance in tracking customer agility in new product success.Shirazi, F., Tajvidi, M., Adegbite, O., Hajli, N., & Pwell, P. (2025). Strategic integration of big data analytics in R&D: Impact on new product success in turbulent markets. Industrial Marketing Management (Accepted).