Shared analytical capabilities in business networks

Abstract

This study addresses the development and use of analytical capabilities related to structured data (SD) and unstructured data (UD) in business networks that extend beyond the boundaries of individual firms. It focuses on business-to-business relationships in consumer goods retailing to identify two key groups of external resources firms can leverage to take advantage of shared analytical capabilities within their retail networks: (1) access to data and analytics through partners, and (2) structures supporting data and analytics sharing. The study's findings further extend the existing dyadic typology of data- and analytics-related inter-firm routines from (1) unilateral routines, (2) quasi-unilateral routines, and (3) bilateral routines to two complementary types of routines that involve a variety of partners: (4) multilateral routines and (5) joint multilateral routines. Finally, this study reveals potential barriers that may hinder the development and implementation of shared analytical capabilities.