Research On The Impact Of Data Resource Integration On Firm’s Sustained Innovation

Sustained innovation has become the pivotal way for firms to seek long-term development.Managers and scholars actively explore the key factors that affect firm‘s sustained innovation.In the background of information age,massive data captured by firms are not only the strategic resources involved in the process of production and operation,but also the important power to form competitive advantage and drive innovation.Although the research on data resource has received more and more attention,it is still at the early development stage.Many kernel concepts have not yet achieved a common consensus.Furthermore,the mechanism of how data resource impacts on firm‘s sustained innovation is indeed ambiguous.In such situation,the purpose of this thesis is to investigate the effect of data resource integration on firm‘s sustained innovation,and the context of this relationship.Specifically,this thesis mainly carries out the following research es.Firstly,the overall research framework is designed by using the bibliome trics analysis based on the theoretical literatures,and then the research hypotheses are proposed.According to the existing researches on resource integration,data analytics and sustained innovation,and the relevant theories of data resource view and sustained competitive advantage,this thesis determines the research topic of the impact of data resource integration on firm‘s sustained innovation.In terms of 1,892 market orientation works published from 1990 to 2016,the knowledge map of this field is drawn and its evolution route is tracked.In addition,through observing the research trend of market orientation in recent 5 years,this thesis finds the development path of ―data resource – market orientation-innovation behavior‖.Eventually,organizational aspiration and technological turbulence are considered as the internal and external context to complete the research framework.In light of this framework,the hypotheses are proposed which reflect the relationships among research variables.They are the direct path hypotheses between data resource integration and firm‘s sustained innovation,the mediating effect hypotheses of customer orientation and competitor orientation,and the moderating effect hypotheses of organizational aspiration and technological turbulence.In order to improve the accuracy of empirical results,this thesis conducted a pre survey before the formal investigation to ensure the reliability and validity.Secondly,according to the sample data of 439 firms,this thesis builds a multi-level regression model to test the influence of data resource integration on firm‘s sustained innovation.The results of empirical analysis show that data resource and data analytics capability can effectively promote firm‘s sustained innovation.Thus,there is a positive direct relationship between data resource integration and firm‘s sustained innovation.Moreover,such positive impact of data resource and data analytics capability on firm‘s sustained innovation can be transmitted through customer orientation or competitor orientation.Therefore,the mediating path of ―data resource integration-market orientation-firm‘s sustained innovation‖ is proved.Additionally,this thesis employed Bootstrap analysis which has a higher testing power to reconfirm the mediating effects of customer orientation and competitor orientation,and to compare their intermediary effectiveness.The results show that both firms with rich data resource and firms with better data analytics capability are more likely to choose competitor orientation to stimulate sustained innovation rather than customer orientation.Thirdly,this thesis explores the moderating effect of organizational aspiration and technological turbulence,and contructs a moderated mediation model by using the process macro program.The results of analysis show that technological turbulence amplifies the positive impact of data resource on customer orientation,but it will not moderate the mediating effect of customer orientation between data resource and firm‘s sustained innovation.While technological turbulence weakens the positive relationship between data analytics capability and customer orientation,and its negative moderating effect on the mediating path of ―data analytics capability-customer orientation-firm‘s sustained innovation‖ is still valid.Organizational aspiration can promote the positive influence of data resource on competitor orientation,but it will not further moderate the mediating effect of competitor orientation between data resource and firm‘s sustained innovation.Otherwise,organizational aspiration negatively moderates the positive relationship between data analytics capability and competitor orientation,and also negatively moderates the mediating path of ―data analytics capability-competitor orientation-firm‘s sustained innovation‖.Finally,based on the above analysis,this thesis puts forward some suggestions to help firms promote sustained innovation through data resource integration.It mainly includes three aspects: mining data resources,optimizing the strategic orientation and matching the operation context.These suggestions provide reference for firm managers to make business decisions.