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Little research has been undertaken into how marketing capabilities can leverage on big data analytics to improve firm performance. This study investigates whether an outside-in customer relationship management (CRM) linking capabilities can leverage big data analytics and organizational resources to improve firm performance. Structural equation modeling was used to analyze data collected from 315 employees in Jordanian companies. The results indicate that big data analytics presented through the amalgamation of data, technology, and human skills have a strong impact on CRM linking capabilities. Also, market information processing capabilities combining customer-focus and inter-functional coordination for knowledge interpretation also have a positive effect on CRM linking capabilities. CRM linking consequently has a positive impact on multi-dimensional firm performance. This study contributes to the field of big data through its adoption of an outside-in approach that integrates a range of capabilities into an integrative framework that delineates the process of successful big data.

Big Data and Firm Performance: An Outside-in Approach