Can big data analytics capabilities promote a competitive advantage? Green radical innovation, green incremental innovation and data-driven culture in a moderated mediation model

Purpose This study explores the connection between big data analytics capabilities and the competitive advantage of the manufacturing sector in Jordan through the mediating role of green radical innovation and green incremental innovation as well as the moderating role of a data-driven culture. Design/methodology/approach For the purpose of this study, 356 questionnaires were analysed. Convergent validity and discriminant validity tests were performed through structural equation modelling in the Smart-PLS programme, and the data reliability was confirmed. A bootstrapping technique was used to analyse the data. The mediating effect for green radical and green incremental innovation and the moderating effect for data-driven culture were performed. Findings The empirical results showed that the proposed moderated-mediation model was accepted because the relationships between the constructs were statistically significant. The results of the data analysis supported a positive relationship between big data analytics capabilities and the competitive advantage as well as a mediating effect of green radical innovation and green incremental innovation. It was confirmed that there is a moderating relationship for data-driven culture between green radical innovation, green incremental innovation and competitive advantage. Research limitations/implications This cross-sectional study provides a snapshot at a given moment in time, a methodological limitation that affects the generalization of its results, and the results are limited to one country. Originality/value This research developed a theoretical model to incorporate big data analytics capabilities, green radical innovation, green incremental innovation, data-driven culture, and competitive advantage. This study provides new findings that bridge the existing research gap in the literature by testing the moderated mediation model with a focus on the organizational benefits of big data analytics capabilities to improve levels of green innovation and competitive advantage in the Jordanian manufacturing sector.