BIG DATA ANALYTICS CAPABILITY FOR FIRMS’ SUSTAINABLE COMPETITIVE ADVANTAGES OF TELECOMMUNICATION COMPANIES IN THAILAND UNDER THE MEDIATING EFFECT OF TOP MANAGEMENT COMMITMENT
DOI:
https://doi.org/10.60101/rmuttgber.2023.269399Keywords:
Big Data Analytics, Competitive Advantages, Top Management CommitmentAbstract
The aim of this quantitative study was to investigate the impact of big data analytics capability on sustainable competitive advantage. It also sought to explore the indirect influence of big data analytic capability on sustainable competitive advantage, mediated by top management commitment. Data was collected through a questionnaire administered to a sample of 379 executives from various departments within the organization. Structural equation modeling (SEM) was employed to analyze the collected data. The findings indicated significant direct effects of big data analytic capability on sustainable competitive advantage, specifically in the areas of corporate performance, marketing, and environmental and social aspects. The coefficients for these relationships with respective values of 0.65, 0.55, and 0.49 (p-value < 0.01). It also has an indirect influence on sustainable competitive advantage in marketing through top management commitment coefficient of 0.17 (p-vale< 0.05) and a coefficient total influence of 0.72 (p-vale < 0.01). The study also assessed the consistency of latent variables, including big data analytics capability, top management commitment, organization performance, marketing performance, and environmental and social performance. The results indicated a good fit between the empirical data and the structural model, with all sub-components with values /df = 3.300, NFI = 0.921, IFI = 0.944, TLI = 0.929, CFI = 0.943, RMR = 0.047, and RMSEA = 0.078
(p-value < 0.01), supported the model's adequacy
References
ปฏิพรรณ ยุติธรรมสถิต. (2563). ฮาวทูเริ่มทำ Data Analytics เพื่อเพิ่มโอกาสความสำเร็จให้ธุรกิจ. สืบค้นจาก https://live-platforms.com/th/education/article/8499/
วีรไท สันติประภพ. (2562). กางโจทย์ความท้าทาย …ธนาคารกลางต้อง “transformation” แปลงกายให้เท่าทันกับโลก. สืบค้นจาก https://thaipublica.org/2019/11/veerathai-central-banking-in-a-transformative-world/
สุกิจ คูชัยสิทธิ์. (2556). การเข้าสู่โลกยุคใหม่ของข้อมูล ‘บิ๊กดาต้า’ Transforms a New Era of Data ‘Big Data’. วารสารนักบริหาร, 33(1), 22-28.
Akter, S., Wamba, S. F., Gunasekaran, A., Dubey, R., & Childe, S. J. (2016). How to improve firm performance using big data analytics capability and business strategy alignment? International Journal of Production Economics, 182, 113-131.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 1(17), 99-120.
Carmeli, A., & Halevi, M Y. (2009). How top management team behavioral integration and behavioral complexity enable organizational ambidexterity: the moderating role of contextual ambidexterity. The leadership Quarterly, 20(2), 207-218.
Chadwick, C., Super, J. F., & Kwon, K. (2015). Resource Orchestration in practice: CEO emphasis on SHRM, Commitment-Based HR systems, and firm Performance. Strategic Management Journal, 36, 360-376.
Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business Intelligence and Analytics: From Big Data to Big Impact. MIS Quarterly, 36(4): 1165-1188.
Chen, J., Tao, Y., & Wang, H. (2015). Big Data based fraud risk management at Alibaba. The Journal of finance and Data Science, 1(1), 1-10.
Comrey, A. L., & Lee, H. B. (1992). A First Course in Factor Analysis (2nd ed.). Lawrence Eribaum.
Corte-Real, N., Oliveria, T., & Ruivo, P. (2017). Assessing business value of Big Data Analytics in European firms. Journal of business Research, 70, 379-390.
Cronbach, L. J. (1951). Coefficient Alpha and the Internal Structure of Tests. Psychometrika, 16, 297-334.
Dubey, R., & Gunasekaran, A. (2015). Education and training for successful career in Big Data and Business Analytics. Industrial and Commercial Training, 47(4), 174-181.
Dubey, R., Gunasekaran, A., & Childe, J. S. (2018). Big data analytics capability in supply chain agility: The moderating effect of organizational flexibility. Management Decision, 57 (8), 2902-2112.
Economic Intelligence Center. (2017). Insight opens up a business perspective with Big Data. SCB Economic Intelligence Center. Retrieved from: https://www.scbeic.com/th/detail/ product/4180
Elkington, J. (1994). Towards the sustainable corporation: Win-win-win business strategies for sustainable development. California Management Review, 36(2), 90-100.
Grant, R. M. (1991). The Resource-based Theory of competitive Advantage: Implications for strategy Formulation. California Management Review, 33(3), 114-135.
Grossman, R. L., & Siegel, K. P. (2014). Organizational models for big data and analytics. Journal of Organizational Design, 3(1), 20-25.
Hair, J., Black, W., Babin, B. Y. A., Anderson, R., & Tatham, R. (2010). Multivariate Data Analysis (7th ed). Pearson Prentice Hall.
Hetfat, C. E. (2007). Dynamic Capabilities: Understanding Strategic Change in Organizations. Wiley-Blackwell.
Jeble, S., Dubey, R., Childe, R. S. T., Papadopoulos, T., Roubaud, D., & Prakash, A. (2018). Impact of big data and predictive analytics capability on supply chain sustainability. International Journal of Logistics Management, 29(2), 513-538.
Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling (3rd ed.). The Guilford Press.
Lippman, S. A., & Rumelt, R. P. (1982). Uncertain Imitability: An Analysis of Interfirm Difference in efficiency under competition. Bell Journal of Economics, 13(2), 418-438.
Morgan, N. A., Kaleka, A. and Gooner, R. A. (2007). Focal supplier opportunism in supermarket retailer category management. Journal of Operations management, 25(2), 512-527.
Porter, M. E. (2008). The Five Competitive Forces that Shape Strategy. Harvard Business Review, 86, 79-93.
Prajogo, D. & Olhager, J. (2012). Supply chain integration and performance: The effects of long – term relationships, information technology and sharing, and logistics integration. International Journal of Production ECONOMICS, 135(1), 514-522.
Schumacker, R. E., & Lomax, R. G. (2004). A beginner’s guide to structural equation modeling (2nd ed). Lawrence Erlbaum Associates.
Smith, W. K., & Tushman, M. L. (2005). Managing strategic contradictions: a top management model for managing innovation streams. Organization Science, 16(5), 522-536.
Srinivasan, R., & Swink, M. (2018). An investigation of visibility and flexibility as complements to supply chain analytics: an organizational information processing theory perspective. Production and Operations Management, 27(10), 1849-1867.
Svensson, G. and B. Wagner. (2015). Implementing and managing economic, social and environmental efforts of business sustainability: Propositions for measurement and structural models. Management of Environment Quality: An International Journal 26: 195-213.
Wamba, S. F., Gunasekaran, A., Akter, S., Ren, S. J.-F., Dubey, R., & Chide, J. S. (2017). Big data analytics and firm performance: Effects of dynamic capabilities. Journal of Business Research, 70, 356-365.
Wu, I.-L., & Chen, J.-L. (2014). Knowledge management driven firm performance: the roles of business process capabilities and organizational learning. Journal of knowledge management, 18(6), 1142-1164.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 วิศาลศรี นิโลดม, สวัสดิ์ วรรณรัตน์
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของผู้นิพนธ์
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
