Despite being the object of much interest, deep insights regarding why and when investments in big data resources enhance firm performance are lacking in the literature. Building on the resource-based view (RBV) and data provided by 301 senior marketing managers, this study reveals that big data resources primarily improve firm performance by enhancing the market-directed capabilities of the firm. In addition, the data indicate that firms pursuing a differentiation rather than cost-leadership strategy gain most from big data resource investments and that such resources account for 13 % of the variance in the performance of firms pursuing a differentiation strategy.

尽管引起了广泛的关注，但是在文献中却缺乏关于为什么以及何时对大数据资源进行投资来提高公司绩效的深入见解。基于301位高级营销经理提供的基于资源的视图（RBV）和数据，该研究表明大数据资源主要通过增强公司的市场导向能力来改善公司绩效。此外，数据表明，追求差异化而非成本领导战略的公司从大数据资源投资中获得最大收益，并且此类资源占追求差异化战略的公司绩效差异的13％。