Fostering comparative advantage: the roles of data-driven competitive sustainability, green product innovation and green process innovation through moderated-mediation model

PurposeThis study attempts to examine the relationship between reliable big and cloud data analytics capabilities (RB&CDACs) and comparative advantages (CA) of manufacturing firms (MFs) in the Middle East region as developing countries using green product innovation (GPI) and green process innovations (GPrI) mediating factors, further assess the role of data-driven competitive sustainability factor as a moderated factor.Design/methodology/approach436 useable online surveys were analyzed using the quantitative approach for the data-gathering process, applying structural equation modeling in the Smart-PLS program as an analysis tool. The sample unit for analysis included all middle- and senior-level managers and employees within MFs. The authors performed convergent validity and discriminant validity tests, bootstrapping also was applied. The authors included GPI and GPrI as mediating factors while using data-driven competitive sustainability as a moderated factor.FindingsThe findings of this study indicated that there is a positive significant effect in the relationship between reliable big and cloud data analytics capabilities and comparative advantages, which is supported by the formulated hypothesis. Furthermore, the findings confirmed that there was a positive and significant effect through the mediating factors (i.e. GPI and GPrI) on comparative advantage, additionally, it confirmed and supported that the moderating factor represented by data-driven competitive advantage suitability has significant effect as well.Research limitations/implicationsThis study has some limitations represented by using only one type of methodological approach (i.e. quantitative), further, it was conducted on only Asian countries in the Middle East region.Originality/valueThis piece of work improved the proposed conceptual research model and included several factors such as reliable big and cloud data analytics capabilities, comparative advantage, data-driven competitive sustainability, GPI and GPrI. This research offered new and valuable information and findings for managers, practitioners and decision-makers in the MFs in the Middle East region as a road map and gaudiness for the importance to apply these factors in their firms for enhancing the comparative advantages in their firms. Further, this research fills the gap in SCM literature and makes a bridge of knowledge and contribution to the existence of previous studies.