The Impact of Sustainability “Big Data” Analytics on “Sustainability Product Innovation” in Jordanian Pharmaceuticals: The Mediating Role of “Agile Supply Chain” and “Knowledge Management Capabilities”

This study examines the impact of sustainability “big data” analytics on “product innovation” in Jordanian pharmaceutical companies, focusing on the mediating roles of “knowledge management capabilities” and “agile supply chain” management. Using structural equation modelling with data from 381 pharmaceutical managers, we tested eight hypotheses relating to direct and indirect relationships between these constructs. The findings revealed that big data has a significant positive direct effect on “sustainability product innovation” (β = 0.28, p < 0.001), accounting for 46.3% of the total effect. “Knowledge management” and “agile supply” chain were found to mediate this relationship, contributing (31.3% and 22.4%) of the total effect, respectively. Our supplementary analysis demonstrated that big data has a notably stronger impact on radical innovation compared to incremental innovation (36.3% stronger effect). The model demonstrated robust explanatory power, accounting for (43.5%) of the variance in product innovation, (37.2%) in knowledge management, and (45.1%) in agile supply chain. All measurement scales showed strong psychometric properties with factor loadings exceeding 0.75 and composite reliability values ranging from 0.889 to 0.932. These findings expand our understanding of how “sustainability big data” fosters pharmaceutical innovation and offer pragmatic insights for managers seeking to leverage data capabilities for a competitive advantage in the pharmaceutical industry of Jordan.