The impact of big data analytics capability on innovation capability: The mediating role of total market orientation

With firm-wide big data analytics capability growing rapidly, academics and practitioners have been considering the mechanism through which big data analytics capability can leverage innovation capability.This article analyzes the influence of big data analytics capability on both two types of innovation capability: incremental and radical, with the mediating role of total market orientation.The analyzed data are responses from 363 senior managers in an emerging economy: Vietnam.The significant results reveal that big data analytics capability enhances total market orientation and this, in turn, affects innovation capability.Thus, the findings reveal the important mediating role of total market orientation on the link between big data analytics capability and innovation capability.The findings are to improve our knowledge of big data analytics capability and innovation capability and ensure finding the best resolutions for investing in enhancing big data analytics capability.