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A value-based view (VBV) of a firm’s supply chain enabled by Data Analytics (DA) is discussed based on two complementary views of customer-centric focus orientation (CCFO) and strategic supplier partnership (SSP) development. A theoretical model for the firm’s VBV is developed and empirically tested. The research model posits that by deploying DA appropriately, an SSP creates value when informed by market intelligence driven by CCFO. Findings show that DA capabilities improve CCFO and SSP value generation and leverage value creation giving rise to a fundamentally new way of viewing a firm as a value-generating entity for its customers.

Value-based view of firms enabled by data analytics: aligning suppliers for customer value creation