Modeling the Role of Big Data Analytics Capabilities in Impacting Corporate Environmental Performance: A Serial Mediation Analysis

ABSTRACT Big data analytical capabilities (BDAC) have emerged as a significant strategic tool for enhancing environmental performance in today's ever‐growing green and digital economy. However, the serial process through which BDAC influences environmental performance remains understudied, particularly in multinational corporations (MNCs). Drawing on the dynamic capability view (DCV) and the natural resource‐based view (NRBV), this study constructs a serial mediation model to explore the connection between BDAC, ambidextrous green innovation, green competitive advantage, and corporate environmental performance. A cross‐sectional survey involving 244 MNCs in Germany was used for the analysis. The data were analyzed using partial least squares structural equation modeling (PLS‐SEM). Our findings reveal that the impact of BDAC on environmental performance is sequential, occurring through ambidextrous green innovation and the development of green competitive advantage. Specifically, BDAC leads to ambidextrous green innovation, which in turn drives green competitive advantage and ultimately enhances the environmental performance of MNCs. The theoretical and managerial implications are drawn.