Customer agility and big data analytics in new product context

Hsiao Ting Tseng; Niloofar Aghaali; Dr Nick Hajli

doi:10.1016/j.techfore.2022.121690

Customer agility and big data analytics in new product context

Hsiao Ting Tseng, Niloofar Aghaali, Dr Nick Hajli

Department of Information Management

Research output: Contribution to journal › Article › peer-review

9 Scopus citations

Abstract

New product development is s complicated process in marketing. New product success is an important part of new product development. Firms can use big data analytics to track new product success. Therefore, we develop quantitative research to see how big data analytics can help the firms on the new product success process. Using a survey, we collect data from the industry. The results of our PLS analysis show the effective use of data interpretation tools and effective use of data analysis tools are important factors to share customer agility in new product success. Our research has theoretical contributions and practical implications, which we discuss at the end of the paper.

Original language	English
Article number	121690
Journal	Technological Forecasting and Social Change
Volume	180
DOIs	https://doi.org/10.1016/j.techfore.2022.121690
State	Published - Jul 2022

Keywords

Big data analytics
Customer agility
New Product Success
Survey

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10.1016/j.techfore.2022.121690

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title = "Customer agility and big data analytics in new product context",

abstract = "New product development is s complicated process in marketing. New product success is an important part of new product development. Firms can use big data analytics to track new product success. Therefore, we develop quantitative research to see how big data analytics can help the firms on the new product success process. Using a survey, we collect data from the industry. The results of our PLS analysis show the effective use of data interpretation tools and effective use of data analysis tools are important factors to share customer agility in new product success. Our research has theoretical contributions and practical implications, which we discuss at the end of the paper.",

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AU - Aghaali, Niloofar

AU - Hajli, Dr Nick

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AB - New product development is s complicated process in marketing. New product success is an important part of new product development. Firms can use big data analytics to track new product success. Therefore, we develop quantitative research to see how big data analytics can help the firms on the new product success process. Using a survey, we collect data from the industry. The results of our PLS analysis show the effective use of data interpretation tools and effective use of data analysis tools are important factors to share customer agility in new product success. Our research has theoretical contributions and practical implications, which we discuss at the end of the paper.

KW - Big data analytics

KW - Customer agility

KW - New Product Success

KW - Survey

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JO - Technological Forecasting and Social Change

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Customer agility and big data analytics in new product context

Abstract

Keywords

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