The role of big data analytics in manufacturing agility and performance: moderation- mediation analysis of organizational creativity and of the involvement of customers as data analysts

Usama Awan, Sabeen Hussain Bhatti, Saqib Shamim* (Corresponding Author), Zaheer Khan, Pervaiz Akhtar, Maria Balta

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)

Abstract

The involvement of customers as data analysts enables firms to gain valuable insights and create value from big data. We provide a theoretical explanation, drawn from the resource based view, for the influence of the involvement of customers as data analysts and of the development of big data analytics capabilities in business to business contexts as routes to manufacturing agility and performance. Our study empirically tested a framework in which organizational creativity and the involvement of customers as data analysts may differentially influence the relationship between big data analytics capabilities and manufacturing agility. We further tested whether the relative impact of manufacturing agility depends on organizational creativity and the involvement of customers as data analysts. To test our proposed framework, we took a partial least square structural modeling approach using data collected through a survey involving 179 engineering manufacturers operating across different industrial sectors in Pakistan. We provide evidence for organizational creativity and customer involvement presenting a promising opportunity for manufacturers to gain better insights from resources, and for the deployment of big data analytics capabilities leading to better manufacturing agility and performance.
Original languageEnglish
Pages (from-to)1200-1220
Number of pages21
JournalBritish Journal of Management
Volume33
Issue number3
Early online date11 Oct 2021
DOIs
Publication statusPublished - Jul 2022

Keywords

  • Organizational creativity
  • big data analytics capability
  • customer involvement as a data analyst
  • manufacturing agility
  • manufacturing performance
  • emerging markets

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