Data-driven disruptive competitiveness: Exploring the role of big data analytics capability and entrepreneurial marketing in disruptive innovation
Hongyun Tian, Shabahat Ali, Shuja Iqbal, Shamim Akhtar, Sheikh Farhan Ashraf, Sadaqat Ali
Keywords:
Big data analytics capability, Entrepreneurial marketing, Disruptive innovation, Emerging economy firms, Structural equation modeling
Abstract:
Big data analytics capability has garnered significant attention in both academic and managerial circles as a major driver of innovation-driven competitive advantage. However, the existing literature on the BDAC-innovation relationship is still inconclusive, with industry reports highlighting that many firms struggle to derive significant value from it. Rooted in resource-based theory and dynamic capabilities, this study examines the role of big data analytics capability in disruptive innovation, considering the mediation of entrepreneurial marketing, a strategic orientation representing the interface of entrepreneurship and marketing. The proposed relationships are validated through the analysis of 216 manufacturers in Pakistan using partial least squares-based structural equation modeling. The results reveal that big data analytics capability positively influences both entrepreneurial marketing and disruptive innovation, while entrepreneurial marketing also positively influences disruptive innovation. Moreover, entrepreneurial marketing fully mediates the relationship between big data analytics capability and disruptive innovation. These findings have significant implications for both theory and practice.
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 Data-driven disruptive competitiveness: Exploring the role of big data analytics capability and entrepreneurial marketing in disruptive innovation [PDF file] [Filesize: 524.74 KB]
 10.7441/joc.2025.01.12
Tian, H., Ali, S., Iqbal, S., Akhtar, S., Ashraf, S. F., & Ali, S. (2025). Data-driven disruptive competitiveness: Exploring the role of big data analytics capability and entrepreneurial marketing in disruptive innovation. Journal of Competitiveness, 17(1), 253-284. https://doi.org/10.7441/joc.2025.01.12
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