Big data analytics as a dynamic capability to enhance customer value management for sustainable competitive advantage

Abstract

Big data analytics is unlocking business value by allowing data-driven decision making and enhanced responsiveness. Moreover, competencies in big data analytics are considered important in understanding market behaviour and adding to differentiation. However, despite this promise, it is still uncertain how big data analytics competency can be utilised as a dynamic capability to address an ever-changing environment. Absent is the strategic alignment, full embedment of the big data analytics competence in a manner appropriate to adapt, integrate, and reconfigure internal and external organisational skills, resources, and functional competencies to match the requirements of a changing environment. This study set out to uncover how big data analytics can be leveraged as a dynamic capability to enhance customer value management for a sustainable competitive advantage. Data was gathered through 15 semi-structured interviews with subject matter experts from South Africa’s four major mobile network operators. Analysis of the qualitative interview data provided insights into how mobile network operators are embedding big data analytics competencies to enhance customer value management, the factors contributing to the effectiveness of big data analytics competencies as a dynamic capability, and how big data analytics is used for differentiation and competitive advantage. This research confirmed that there is a deep understanding of the value big data analytics competencies holds for MNOs, however, human capital assets are also key to harnessing these competencies for competitive advantage. Interestingly, though, it was evident that the technology itself is ineffective and a key role is played by the human capital that handles this data to realise its value as a dynamic capability