Big Data Analytics in Product Innovation Context: An Abstract

Abstract

The complexity that characterise the dynamic nature of the various environmental factors makes it very compelling for firms to be capable of addressing the changing customers’ needs. They are expected to achieve agility in combining data across the organisation. Big data has become a crucial driving force in any company’s success. The current study examines the role of big data in new product success. It gives insight into the role of customer agility in new product success. Furthermore, the relationships between key concepts of data aggregation tools, data analysis tools, customer agility, new product success, environmental turbulence and organizational slack are also examined. The study suggests a workable framework for small companies for how to rely on big data in their new product’s success. This study unpacks the interconnectedness of the effective use of data aggregation tools, the effectiveness of data analysis tools and customer agility. It also explores the link between all of these factors and new product success. The study is reasonably telling in that it shows that the effective use of data aggregation and data analysis tools results in customer agility which in itself explains how an organisation senses and responds speedily to opportunities for innovation in the competitive marketing environment. The current study provides significant theoretical contributions by providing evidence for the role of big data analytics, big data aggregation tools, customer agility, organizational slack and environmental turbulence in new product success.