Strategic integration of big data analytics in R&D: Impact on new product success in turbulent markets

This research investigates the strategic integration of Big Data Analytics (BDA) within marketing to bolster new product success (NPS). Framed within the context of the resource-based view, the study positions BDA as an essential capability influencing customer agility, ultimately contributing to the success of novel products. Drawing on data from key executives in North American industries, the investigation employs Structural Equation Modelling (SEM) to scrutinize the intricate interplay among diverse components of the BDA capability set. These components include practical data aggregation tools, data analysis tools, interpretation tools, and the skill sets of analytical professionals. The paper discerns how these elements collectively empower firms to monitor customer agility and influence NPS. Additionally, the study explores the moderating influence of environmental (market) turbulence on NPS and Product Innovation Performance (PIP). The findings underscore the significant role played by the BDA capability set and market turbulence in driving success in product innovation. NPS is identified as intricately linked to customer agility and product innovation performance, with environmental turbulence modulating these critical relationships. The implications of these results both from a managerial and theoretical perspective.