Linking big data on environmental conservation and predictive analytics to market pioneering of hotel firms: Can green open innovation intervene?

Abstract

In pursuit of competitive advantage, hotel firms need to succeed in market pioneering. Nonetheless, how green data-driven mechanisms promote hotel market pioneering is not fully understood. Informed by dynamic resource and capability perspective, this research aims to examine how big data on environmental conservation and predictive analytics (BDECPA) (i.e., analyzing big data on environmental conservation to provide predictions for firm decisions) shapes market pioneering through the mechanisms of green open innovation (i.e., green innovation using external and internal knowledge) and BDECPA acceptance. The data collected from managers and employees working in hotels in an Asia-Pacific context were employed for multilevel analysis. The results revealed green open innovation as a mediator between BDECPA routinization and assimilation and hotel firms’ market pioneering. BDECPA acceptance positively moderated the indirect effects of BDECPA routinization and assimilation. These results extend the stream of data analytics research by uncovering market pioneering benefit of BDECPA and the mechanisms underlying the effects of BDECPA. These findings suggest to hotel firms the salience of integrating BDECPA into business strategy in leveraging green open innovation and market pioneering.