most citedBig Data Analytics-Enabled Dynamic Capabilities and Market Performance: Examining the Roles of Marketing Ambidexterity and Competitor Pressure

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econ.EM2024★ 1 cited

Big Data Analytics-Enabled Dynamic Capabilities and Market Performance: Examining the Roles of Marketing Ambidexterity and Competitor Pressure

Gulfam Haider, Laiba Zubair, Aman Saleem

This study, rooted in dynamic capability theory and the developing era of Big Data Analytics, explores the transformative effect of BDA EDCs on marketing. Ambidexterity and firms m…