Harnessing big data and AI for competitive and sustainable performance: the mediating role of supply chain innovation in emerging economies

Purpose This study examines the combined impact of big data analytics (BDA) and artificial intelligence (AI) on competitive and sustainable firm performance in the food processing industry. It also investigates the mediating role of supply chain innovation capabilities (SCIC) in this relationship, using the dynamic capabilities theory as a theoretical foundation to explain how firms adapt and reconfigure resources to achieve superior performance in emerging economies, specifically in Jordan. Design/methodology/approach The study employed a quantitative research approach using partial least squares structural equation modeling (PLS-SEM) to analyze data collected through a purposive sampling technique. A total of 194 responses were gathered from supply chain managers working in food processing firms in Jordan. Findings The findings revealed that combined effects BDA–AI significantly influence competitive and sustainable firm performance. Moreover, SCIC partially mediated the relationship between BDA–AI and firm performance, demonstrating the importance of dynamic capabilities in enhancing organizational outcomes through the integration of advanced technologies and innovation. Research limitations/implications The study offers actionable insights for decision-makers, supply chain specialists, and practitioners on leveraging BDA and AI technologies to enhance firm performance. It underscores the importance of fostering supply chain innovation and dynamic capabilities to maintain a competitive edge and achieve sustainability goals. The research focuses solely on the food processing industry in Jordan, which may limit the generalizability of the findings to other sectors or regions. Future research could examine the proposed relationships across different sectors, countries, and institutional environments. Originality/value This study contributes to the literature by providing empirical evidence on the relationships among BDA–AI, SCIC, and competitive and sustainable firm performance in Jordan's food processing sector, a relatively underexamined emerging-economy context. Accordingly, the study extends existing research by examining how the combined utilization of BDA and AI is associated with firm performance and by demonstrating the mediating role of SCIC in translating these digital capabilities into competitive and sustainability-related outcomes.