An empirical investigation for application of big data use in fostering export performance: a dual moderation model

PurposeConsiderable research has been done to analyze big data applications in organizations, but more needs to be known about how big data use (BDU) assists firms, particularly small and medium-sized enterprises (SMEs), in improving their export performance. Building on the dynamic capability view, we aim to inspect the influence of BDU on textile SME export performance (SEP) and how business strategy (BS) and IT strategy (ITS) moderate this linkage.Design/methodology/approachThe current research recruited 271 SME managers from textile manufacturing firms in the different cities of Zhejiang Province, China, via a survey approach. Further, we tested the research model and hypotheses in Mplus, theorizing the dynamic capability view.FindingsThe findings illustrate that BDU is positively related to SEP. BS and ITS positively and jointly moderate the linkage between BDU and SEP. Moreover, a high level of BS and ITS is crucial to improve SME export performance.Practical implicationsOur research outcomes assist SME managers in formulating a vibrant business and IT strategy in the light of BDU, which enables the firms to boost their export performance. Specifically, BDU in the textile supply chain develops unique capabilities for SMEs compared to competitors. In this way, BDU creates firm capacity in building firms’ operations while integrating and coordinating the functional units and stakeholders.Originality/valueThis research adds to the textile industry and BDU literature by examining BDU’s direct role in contributing to SEP. It is the first to investigate the dual moderation (BS and ITS) model in the linkage between BDU and SEP.