Leveraging big data for strategic marketing: A dynamic capabilities model for incumbent firms

Big data can improve the profitability and competitiveness of organisations by extending market knowledge strategic marketing insight. However, there is a disconnect between opportunities presented readiness incumbent firms to engage with big data, consequences for their ability benefit from it. With many overwhelmed how manage use paper identifies dynamic capabilities required exploit responsiveness. Data gathered in-depth, semi-structured interviews senior managers four case study organisations, reveals five interconnected leverage value data. These are shown be part sequential ‘sensing-reconfiguring-seizing’ process, in which reconfiguring play vital role. The findings contribute theory identifying mapping configuration support initiatives. A new Capabilities Model developed, used guide they