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PurposeFew well-documented studies have explained the importance of researching firms' marketing analytics capability (FMAC). In spite of its significance, there is scant attention to conceptualising and empirically investigating FMAC and its consequences in a data-driven business context. Thus, this study aims to develop and test a conceptual model that relates FMAC and its repercussions in the data-rich business environment.Design/methodology/approachThis study analysed the data from 250 managers amongst large and medium-sized manufacturing and service-intensive firms. Furthermore, this research performed an empirical study by using operationalised questionnaire survey method to verify the hypotheses and reach its theoretical and managerial implications. Structural equation modelling with maximum-likelihood estimation method was applied to verify the validity of the proposed research model.FindingsMultivariate analysis results show that FMAC significantly influences firms' competitive marketing performance (FCMP) with the presence of holistic marketing decision-making (HMDM) as a mediator. Moreover, adoption of artificial intelligence (AAI) enhances the relationship of FMAC-HMDM and FMAC-FCMP linkages.Practical implicationsThis study analyses how FMAC can enhance FCMP and contributes to resource-based views and technological capability theories. From a managerial perspective, guidelines are provided for marketers to adopt advance technologies, such as AI, to optimise FMAC and HMDM to achieve competitive marketing performance.Originality/valueBelieving that “how to be competitive in marketing performance under data-rich-environment”, this research is the first to use the data of a firm manager to facilitate the understanding of FMAC, which provides a new direction for improving marketing performance. In addition, HMDM and AAI are also proposed for firms to optimise FCMP.

PurposeThe marketing information system (MkIS) in the data-rich business environment receives all the attention these days, but as essential and perhaps even more essential is the marketing information system management capability (MkISMC). Although many service firms apprehend the return from MkIS, others clearly struggle. It seems that MkIS management capability dynamics and their direct/indirect holistic influence on service firm's competitive performance (SFCP) are unsolved in the current data-driven service economy. This study aims to conceptualize a model and test the antecedents on service firms' competitive performance.Design/methodology/approachThis study utilizes a survey of a sizeable sample of service firms’ managers at the firm level. A total of 250 useable responses were obtained and analyzed through structural equation modeling.FindingsResults reveal that variables under their respective direct influences are positively and significantly related. Interestingly, MkISMC has a relatively large magnitude of positive and direct effects on service firms' competitive performance. The other variables, such as the use of marketing analytics (UMAN), service innovation and management (SINM), partially mediate the effect of MkISMC on the competitive performance of service firms.Practical implicationsThe findings inform practitioners that MkISMC, UMAN and SINM play a vital role in attaining service firms' competitive performance in the data-rich environment. Overall, it deepens the understanding of the mediation effect of UMAN and SINM of service firms on competitive performance.Originality/valueThe study advances theoretical understanding of resource-based view (RBV), market orientation and dynamic capability that formulate the relationship of MkISMC, UMAN and SINM in attaining SFCP in the ever-changing data-driven business economy.

Purpose The purpose of this paper is to examine the critical success factor of tacit knowledge-sharing behavior among the academic staff of higher learning institutions. Design/methodology/approach A total of 200 questionnaires were distributed among the academic staff of higher learning institutions in Bangladesh. Collectively, 150 usable responses were returned. Apart from descriptive statistics, this research applied confirmatory factor analysis (CFA) and structural equation modeling (SEM) to assess the measurement model and test the research hypotheses. Findings The findings from this empirical examination show that all the Big Five personality traits affect tacit knowledge-sharing behavior among the academic staff of higher learning institutions, except conscientiousness personality trait. However, the role of motivation, self-efficacy and mutual trust are also playing a significant role in tacit knowledge-sharing behavior. The CFA, SEM analysis confirmed the proposed conceptual model with a good model fit. Research limitations/implications The findings of this research contribute to the understanding of the role of personality traits and other antecedents which play a significant role for the academic staff tacit knowledge-sharing behavior which are interesting for policymakers and authorities of higher learning institutions. As there was no sampling frame, the researchers applied convenient sampling technique in choosing the respondents. Originality/value This research plays a pioneering role where it contributes to the growing literature on the relationships between personality traits and other factors to construct a model for the tacit knowledge behavior by considering academic staff of higher learning institutions from a developing country’s perspective.

PurposeThe purpose of this research is to investigate the millennial consumers’ purchasing behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity with brand consciousness and brand nationality. This study mainly considered the millennial consumers as they are the most dynamic and discerning segment when choosing a distinct fashion brand.Design/methodology/approachThe study uses a well-structured questionnaire developed and distributed to 266 millennial respondents using shoping malls and university campus intercept methods. Data were analyzed by applying the structural equation modeling.FindingsThe results show that brand awareness has a mediating effect on the millennials’ purchasing behavior toward fashion clothing brands. The study also confirms the active moderation role of brand schematicity on the purchasing behavior toward fashion clothing brands.Practical implicationsBased on these findings, the fashion clothing retailers should aim to maximize their sales from the millennial segments by enhancing brand awareness. The schematic consumers are more engaged in the numbers of quality hints to make their choice on the fashion clothing brands. Therefore, the practitioners must consider such information, and that should be available in the fashion clothing retail outlets.Originality/valueThe study contributes to the existing literature of the millennials’ purchasing behavior toward the fashion clothing brands. Moreover, research on this segment related to brand awareness and brand schematicity is insufficient, and the current study may add significant value.

PurposeBig data is one of the most demanding topics in contemporary marketing research. Despite its importance, the big data-based strategic orientation in international marketing is yet to be formed conceptually. Thus, the purpose of this study is to systematically review and propose a holistic framework on big data-based strategic orientation for firms in international markets to attain a sustained firm performance.Design/methodology/approachThe study employed a systematic literature review to synthesize research rigorously. Initially, 2,242 articles were identified from the selective databases, and 45 papers were finally reported as most relevant to propose an integrative conceptual framework.FindingsThe findings of the systematic literature review revealed data-evolving, and data-driven strategic orientations are essential for performing international marketing activities that contain three primary orientations such as (1) international digital platform orientation, (2) international market orientation and (3) international innovation and entrepreneurial orientation. Eleven distinct sub-dimensions reflect these three primary orientations. These strategic orientations of international firms may lead to advanced analytics orientation to attain sustained firm performance by generating and capturing value from the marketplace.Research limitations/implicationsThe study minimizes the literature gap by forming knowledge on big data-based strategic orientation and framing a multidimensional framework for guiding managers in the context of strategic orientation for international business and international marketing activities. The current study was conducted by following only a systematic literature review exclusively in firms' overall big data-based strategic orientation concept in international marketing. Future research may extend the domain by introducing firms' category wise systematic literature review.Originality/valueThe study has proposed a holistic conceptual framework for big data-driven strategic orientation in international marketing literature through a systematic review for the first time. It has also illuminated a future research agenda that raises questions for the scholars to develop or extend theory in this area or other related disciplines.

Purpose The purpose of this paper is to examine patient’s behavioral intention in a comparative analysis between public and private hospitals in the context of a developing country. Design/methodology/approach The research design was cross-sectional. A conceptual model was developed through an extensive literature review. Survey research was conducted to collect the data from the patients of public and private hospitals of Bangladesh. Partial least square structural equation modeling was used to perform a comparative analysis of the proposed model. Findings Perceived service quality and corporate image both were found to have a positive direct effect on patient’s behavioral intention for both public and private hospitals. While emotional satisfaction was found not to influence patient’s behavioral intention for public hospitals, it was found to fully mediate the perceived service quality-behavioral intention relationship and partially mediate the corporate image-behavioral intention relationship for private hospitals. Experience economy was found to partially mediate the corporate image-behavioral intention relationship for public hospitals, while it was found to partially mediate both the perceived service quality-behavioral intention and corporate image-behavioral intention relationships for private hospitals. Originality/value This is the first of a kind study that combined experience economy and emotional satisfaction with perceived service quality and corporate image to predict patient’s behavioral intention in a comparative study between public and private hospitals in the context of a developing country.