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

Ahmad Ibrahim Aljumah (College of Communication and Media, Al Ain University, Abu Dhabi Campus, Abu Dhabi, United Arab Emirates)
Mohammed T. Nuseir (College of Business, Al Ain University, Al Ain, United Arab Emirates)
Md. Mahmudul Alam (School of Economics, Finance and Banking, Universiti Utara Malaysia, Sintok, Malaysia)

Business Process Management Journal

ISSN: 1463-7154

Article publication date: 18 June 2021

Issue publication date: 3 August 2021

1735

Abstract

Purpose

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/approach

This 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).

Findings

It 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 implications

There 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/value

This is an original study based on primary data from UAE.

Keywords

Citation

Aljumah, A.I., Nuseir, M.T. and Alam, M.M. (2021), "Traditional marketing analytics, big data analytics and big data system quality and the success of new product development", Business Process Management Journal, Vol. 27 No. 4, pp. 1108-1125. https://doi.org/10.1108/BPMJ-11-2020-0527

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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