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Traditional marketing analytics, big data analytics and big data system quality and the success of new product development

Traditional marketing analytics, big data analytics and big data system quality and the success... This study investigates the impact of traditional marketing analytics and big data analytics on the success of a new product. Moreover, it assesses the mediating effects of the quality of big data system.Design/methodology/approachThis study is based on primary data that were collected through an online questionnaire survey from large manufacturing firms operating in UAE. Out of total distributed 421 samples, 327 samples were used for final data analysis. The survey was conducted from March–April 2020, and data analysis was done via Structural Equation Modelling (SEM-PLS).FindingsIt emerges that big data analysis (BDA), traditional marketing analysis (TMA) and big data system quality (BDSQ) are significant determinants of new product development (NPD) success. Meanwhile, the BDA and TMA significantly affect the BDSQ. Results of the mediating role of BDSQ in the relationship between the BDA and NPD, as well as TMA and NPD, are significant.Practical implicationsThere are significant policy implications for practitioners and researchers concerning the role of analytics, particularly big data analytics and big data system quality, when attempting to achieve success in developing new products.Originality/valueThis is an original study based on primary data from UAE. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Business Process Management Journal Emerald Publishing

Traditional marketing analytics, big data analytics and big data system quality and the success of new product development

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References (56)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1463-7154
DOI
10.1108/bpmj-11-2020-0527
Publisher site
See Article on Publisher Site

Abstract

This study investigates the impact of traditional marketing analytics and big data analytics on the success of a new product. Moreover, it assesses the mediating effects of the quality of big data system.Design/methodology/approachThis study is based on primary data that were collected through an online questionnaire survey from large manufacturing firms operating in UAE. Out of total distributed 421 samples, 327 samples were used for final data analysis. The survey was conducted from March–April 2020, and data analysis was done via Structural Equation Modelling (SEM-PLS).FindingsIt emerges that big data analysis (BDA), traditional marketing analysis (TMA) and big data system quality (BDSQ) are significant determinants of new product development (NPD) success. Meanwhile, the BDA and TMA significantly affect the BDSQ. Results of the mediating role of BDSQ in the relationship between the BDA and NPD, as well as TMA and NPD, are significant.Practical implicationsThere are significant policy implications for practitioners and researchers concerning the role of analytics, particularly big data analytics and big data system quality, when attempting to achieve success in developing new products.Originality/valueThis is an original study based on primary data from UAE.

Journal

Business Process Management JournalEmerald Publishing

Published: Aug 3, 2021

Keywords: Traditional marketing; Big data analytics; Big data system quality; New product development; UAE

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