A network-enabled framework for big data-driven customer innovation: antecedents, mechanisms and performance outcomes

Purpose This study explores how organizations can leverage their network positions to enhance the quality and utilization of enterprise big data, ultimately driving better decision-making, customer-oriented innovation and sustainable competitive advantage. We develop and empirically test a comprehensive process model that explains how firms transform network-enabled data resources into strategic value. Design/methodology/approach Data were collected from senior executives across multiple industries in Taiwan to test the proposed model. Partial least squares structural equation modeling was used to analyze the relationships among network positioning, data quality, data utilization processes and business outcomes. Findings The results show that a firm’s centrality and cohesion within its business ecosystem significantly enhance its big data quality and utilization capabilities. These network-enabled data resources improve the quality and speed of decision-making, thereby fostering customer-oriented innovation. The process model validates a dual-value creation mechanism: customer-focused innovations not only enhance innovation performance but also contribute to sustainable competitive advantage by simultaneously addressing customer needs and delivering lasting strategic benefits. Research limitations/implications This study offers a theoretically grounded framework for converting external network resources into distinctive data assets that create value for both customers and organizations, supporting innovation and long-term advantage. Practical implications Executives can apply this framework to strategically develop network positions, build data resource and utilization capabilities, improve decision-making systems and foster customer-centric innovation ecosystems to achieve superior organizational performance. The findings provide actionable insights for senior managers seeking to justify and optimize returns on analytics investments. Originality/value This research is among the first to empirically demonstrate how managerial practices can leverage network positions to enhance enterprise data capabilities and drive value creation. By revealing the pathways that link network-enabled resources to business outcomes, we offer a strategic roadmap for achieving competitive advantage through big data.