Purpose

Innovative firms leverage big data analytics (BDA) benefits in optimising value creation, particularly in business-to-business (B2B) contexts. Examples of this are found in new product success and product innovation performance. However, knowledge of how innovative firms and their corporate customers generate insights from big data, develop new products and gain higher-quality service from intra- and inter organisations' resources is limited. This knowledge manifests in the form of opportunities available in BDA and through the adoption of the co-creation approach to generate value in the form of new product innovation. BDA reflects an excellent means of enhancing a firm's customer agility, but how this is possible remains largely unknown.

Design/methodology/approach

In this research, the authors hypothesise that new product success is a function of a firm's customer agility and product innovation performance moderated by environmental turbulences. In turn, the firm's customer agility is enhanced by the effect of big data aggregation and analytical tools. These hypotheses have been confirmed by a survey in an emerging market.

Findings

The authors use structural equation modelling to test the authors’ hypotheses. The main contribution of this research is the conceptualisation and test of an integrative framework identifying the links among a firm's customer agility, new product success and BDA capabilities.

Practical implications

The study established that BDA tools – the effective use of data aggregation tools and the effective use of data analysis tools – shape customer agility in achieving new product success. This study contributes to one’s understanding of the relevance of BDA in B2B value creation contexts.

Originality/value

The study findings show that BDA shapes a firm's customer agility in achieving new product success.

中文翻译：

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通过大数据分析获得新产品成功：来自伊朗的经验证据

目的

创新公司利用大数据分析 (BDA) 的优势来优化价值创造，尤其是在企业对企业 (B2B) 环境中。这方面的例子可以在新产品的成功和产品创新表现中找到。然而，关于创新公司及其企业客户如何从大数据中产生洞察力、开发新产品以及从组织内部和组织间的资源中获得更高质量服务的知识是有限的。这种知识体现在 BDA 中可用机会的形式，并通过采用共同创造方法以新产品创新的形式产生价值。BDA 反映了一种增强公司客户敏捷性的极好方法，但如何实现这一点在很大程度上仍是未知数。

设计/方法/方法

在这项研究中，作者假设新产品的成功是受环境动荡影响的公司客户敏捷性和产品创新绩效的函数。反过来，大数据聚合和分析工具的作用增强了公司的客户敏捷性。这些假设已经在新兴市场的一项调查中得到证实。

发现

作者使用结构方程模型来检验作者的假设。这项研究的主要贡献是整合框架的概念化和测试，该框架确定了公司客户敏捷性、新产品成功和 BDA 能力之间的联系。

实际影响

该研究表明，BDA 工具——数据聚合工具的有效使用和数据分析工具的有效使用——塑造了客户在实现新产品成功方面的敏捷性。本研究有助于理解 BDA 在 B2B 价值创造环境中的相关性。

原创性/价值

研究结果表明，BDA 塑造了公司在实现新产品成功方面的客户敏捷性。