Presenting a Model of the Impact of Customer Orientation, Supplier Collaboration, and Information Technology Skills on Competitive Advantage and Market-Driven Innovation through the Mediation of Big Data Culture and Digital Strategy Adoption

Azizian, Hossein; Zarepour, Ebrahim

doi:10.30497/smt.2026.250506.3739

Presenting a Model of the Impact of Customer Orientation, Supplier Collaboration, and Information Technology Skills on Competitive Advantage and Market-Driven Innovation through the Mediation of Big Data Culture and Digital Strategy Adoption

Articles in Press

Document Type : Research Paper

Authors

Hossein Azizian ¹

Ebrahim Zarepour ²

¹ Master's degree student in Business Administration, Shahed University, Tehran, Iran

² Faculty Member of the Department of Business Management, Shahed University, Tehran, Iran.

10.30497/smt.2026.250506.3739

Abstract

The present study aimed to investigate the effect of customer orientation, supplier collaboration, and employees' IT skills on big data organizational culture and acceptance of digitalization strategy on competitive advantage and innovation of market-oriented business. The research was applied in terms of purpose and descriptive-correlational in terms of method, and data were collected through a questionnaire. The statistical population of the study included all employees of Ofogh Kourosh branches in Tehran. The sample size was determined based on the Morgan table as 385 people, who were selected using the multi-stage cluster sampling method. Data analysis was performed with SPSS and Amos statistical software. The research findings showed that customer orientation, supplier collaboration, and employees' IT skills all three have a significant and positive effect on big data organizational culture, and this data-oriented culture directly strengthens the acceptance of digitalization strategy. Also, customer orientation, supplier collaboration, and adoption of digitalization strategy positively and significantly affect market-driven business innovation and competitive advantage

Keywords

Customer orientation

supplier collaboration

employee information technology skills

competitive advantage

market-oriented business

Subjects