Abstract:
Purpose – In today’s business setting, the business analytic capability, data-driven culture and product
development features are highly pronounced in light of the firm’s competitive advantage. Though widespread
attention has been given to the above concepts, there hasn’t been much research done on how it could support
achieving competitive advantage.
Design/methodology/approach – This research strongly lies on the theoretical background and empirically
tests the hypothesized relationships. The primary survey of 272 responses was analysed by using the partial
least squares structural equation modelling (PLS-SEM).
Findings – The findings of this study show a significant relationship for the constructs in the research model
except for the third hypothesis. Accordingly, the firm’s data-driven culture does not have a significant impact
on new product newness.
Originality/value – This study empirically tests the business analytics capability, data-driven culture, and
new product development features in the context of a firm’s competitive advantage. The findings of this study
contribute to the theoretical, practical and managerial aspects of this field.
