Enabling innovation with big data analytics capabilities: the moderating role of organizational learning culture

Big data analytics (BDA) capabilities for innovation are an area of growing interest; however, empirical results on this pivotal relationship remain inconclusive. This study investigates how BDA capabilities influence product, process, and business model innovation while examining the moderating role of organizational learning culture (OLC). Drawing on the dynamic capabilities perspective, we conceptualize BDA capabilities in four dimensions: data-driven culture, technological infrastructure, human analytical skills, and data governance. Using survey data from 298 manufacturing firms in Jordan and employing partial least squares structural equation modeling, we find that these competencies significantly enhance all three types of innovation, with their effects further amplified by a strong learning culture. Our findings extend prior research by revealing the specific mechanisms through which data-driven strategies foster innovation and highlighting OLC as a critical social integration mechanism. This study contributes to the understanding of how data-centric approaches reshape industry dynamics and offers actionable insights for firms seeking innovation-led competitiveness.