Big data-driven strategic orientation in international marketing
通过系统文献综述，提出了一个包含国际数字平台导向、国际市场导向和国际创新与创业导向三个主要维度的整体框架，帮助国际企业利用大数据实现持续绩效。
Purpose Big data is one of the most demanding topics in contemporary marketing research. Despite its importance, the big data-based strategic orientation in international marketing is yet to be formed conceptually. Thus, the purpose of this study is to systematically review and propose a holistic framework on big data-based strategic orientation for firms in international markets to attain a sustained firm performance. Design/methodology/approach The study employed a systematic literature review to synthesize research rigorously. Initially, 2,242 articles were identified from the selective databases, and 45 papers were finally reported as most relevant to propose an integrative conceptual framework. Findings The findings of the systematic literature review revealed data-evolving, and data-driven strategic orientations are essential for performing international marketing activities that contain three primary orientations such as (1) international digital platform orientation, (2) international market orientation and (3) international innovation and entrepreneurial orientation. Eleven distinct sub-dimensions reflect these three primary orientations. These strategic orientations of international firms may lead to advanced analytics orientation to attain sustained firm performance by generating and capturing value from the marketplace. Research limitations/implications The study minimizes the literature gap by forming knowledge on big data-based strategic orientation and framing a multidimensional framework for guiding managers in the context of strategic orientation for international business and international marketing activities. The current study was conducted by following only a systematic literature review exclusively in firms' overall big data-based strategic orientation concept in international marketing. Future research may extend the domain by introducing firms' category wise systematic literature review. Originality/value The study has proposed a holistic conceptual framework for big data-driven strategic orientation in international marketing literature through a systematic review for the first time. It has also illuminated a future research agenda that raises questions for the scholars to develop or extend theory in this area or other related disciplines.