Data analytics capability and servitization: the moderated mediation role of bricolage and innovation orientation

Abstract

PurposeDespite the potential influence of data analytics capability on servitization, the understanding of the underlying mechanisms of this influence remains unclear. This study aims to explore how data analytics capability affects servitization by examining the mediation effect of bricolage and the conditional role of innovation orientation.Design/methodology/approachThis study employs the moderated mediation method to examine the proposed research model with archival data and multiple-respondent surveys from 1,206 top managers of 402 manufacturing firms in the Yangtze River Delta area in China.FindingsBricolage partially mediates the positive relationship between data analytics capability and servitization, and innovation orientation positively moderates this effect.Practical implicationsManufacturers can leverage bricolage to materialize data analytics capability for servitization. Manufacturers should also pursue an innovation orientation to fully glean the benefits of bricolage in transforming data analytics capability into servitization.Originality/valueThis study opens the black box of how data analytics capability affects servitization by revealing the underlying mechanism of bricolage and the boundary condition role of innovation orientation for this mechanism. It offers valuable insights for practitioners to leverage data analytics to improve servitization through developing bricolage and cultivating a culture of innovation orientation.