Data-driven culture is considered to bring business-oriented cultural transformation to a firm. It is considered to provide substantial dividends to the firms’ product and process innovations. Recently, several firms have been using different advanced technology-embedded business analytics (BA) tools to improve their business performance. Again, advancement of information and communication technology has helped firms to explore the option to use BA tools with artificial intelligence. This has brought radical change in the business-oriented cultural landscape of the firms to arrive at accurate decision-making to improve their innovation and performance. In this perspective, the aim of this study is to show how a firm’s data-driven culture impacts its product and process innovation, which in turn improves its performance and provides better competitive advantage in the current business environment. With the help of background study, a resource-based view model and different theories, a conceptual model has been developed. The conceptual model has been validated with 456 usable responses from the employees of different firms using different business analytics tools. The study highlights that data-driven culture highly influences both product and process innovation, making the firm more competitive in the industry. In this study, leadership support and data-driven culture have been taken as moderators, whereas firm size, firm age and industry type have been taken as control variables.

数据驱动的文化被认为可以将面向业务的文化转变带给公司。它被认为可以为公司的产品和流程创新带来可观的收益。最近，几家公司一直在使用各种嵌入了先进技术的先进业务分析（BA）工具来改善其业务绩效。再次，信息和通信技术的进步已帮助企业探索将BA工具与人工智能结合使用的选择。这给公司的以业务为导向的文化格局带来了根本性的变化，从而做出了准确的决策，从而提高了他们的创新能力和绩效。从这个角度来看，本研究的目的是展示公司的数据驱动文化如何影响其产品和流程创新，从而提高其性能，并在当前的商业环境中提供更好的竞争优势。借助背景研究，基于资源的视图模型和不同的理论，已开发了概念模型。使用来自不同公司的员工使用不同业务分析工具的456个可用响应对概念模型进行了验证。该研究强调，数据驱动的文化在很大程度上影响产品和流程创新，从而使公司在行业中更具竞争力。在这项研究中，领导力支持和数据驱动的文化被视为主持人，而公司规模，公司年龄和行业类型被视为控制变量。已经开发出概念模型。使用来自不同公司的员工使用不同业务分析工具的456个可用响应对概念模型进行了验证。该研究强调，数据驱动的文化在很大程度上影响产品和流程创新，从而使公司在行业中更具竞争力。在这项研究中，领导力支持和数据驱动的文化被视为主持人，而公司规模，公司年龄和行业类型被视为控制变量。已经开发出概念模型。使用来自不同公司的员工使用不同业务分析工具的456个可用响应对概念模型进行了验证。该研究强调，数据驱动的文化在很大程度上影响产品和流程创新，从而使公司在行业中更具竞争力。在这项研究中，领导力支持和数据驱动的文化被视为主持人，而公司规模，公司年龄和行业类型被视为控制变量。