Short answer
Invest in both data analytics infrastructure and the development of an entrepreneurial marketing mindset to unlock disruptive innovation potential.
- Field
- Innovation & Markets
- Source
- Journal of Competitiveness (2025)
- Method
- Quantitative research using structural equation modeling.
- Sample
- 216 participants
- Evidence
- Strong effect
Developing a strong big data analytics capability can significantly enhance a company's ability to achieve disruptive innovation by fostering entrepreneurial marketing strategies. This innovation & markets research insight is drawn from a 2025 study published in Journal of Competitiveness. Using Quantitative research using structural equation modeling. with 216 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Invest in both data analytics infrastructure and the development of an entrepreneurial marketing mindset to unlock disruptive innovation potential.
Big Data Analytics Capability Drives Disruptive Innovation Through Entrepreneurial Marketing
Developing a strong big data analytics capability can significantly enhance a company's ability to achieve disruptive innovation by fostering entrepreneurial marketing strategies.
Journal of Competitiveness · 2025
Key Findings
- 01Big data analytics capability has a positive direct effect on entrepreneurial marketing.
- 02Big data analytics capability has a positive direct effect on disruptive innovation.
- 03Entrepreneurial marketing has a positive direct effect on disruptive innovation.
- 04Entrepreneurial marketing fully mediates the relationship between big data analytics capability and disruptive innovation.
Application
Design takeaway
Invest in both data analytics infrastructure and the development of an entrepreneurial marketing mindset to unlock disruptive innovation potential.
How to apply
Designers and strategists should consider how data analytics can inform the development of novel products, services, or business models that challenge existing market norms, and how to effectively communicate these innovations to target markets.
Project actions
- 01Consider how your design project can leverage data to identify unmet needs or opportunities for disruption.
- 02Think about how your design solution will be marketed in an entrepreneurial way to gain traction.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Employs a robust statistical method (SEM) to analyze complex relationships.
- +Investigates a timely and relevant topic at the intersection of data, innovation, and marketing.
Limitations
The complexity of implementing big data analytics and entrepreneurial marketing may be a barrier for smaller design teams or projects with limited resources.
Reliability & validity
The use of SEM and a sample size of 216 manufacturers suggests good reliability and validity for the tested relationships within the study's context. However, generalizability to other contexts would require further validation.
Think critically
To what extent can 'disruptive innovation' be achieved solely through data analytics without a strong entrepreneurial marketing component, and vice versa?
Design Principles
"Leverage data-driven insights to inform and empower entrepreneurial market strategies for disruptive innovation."
In today's rapidly evolving markets, understanding and leveraging data is crucial for staying ahead. This research highlights a clear pathway for organizations to move beyond incremental improvements and achieve truly disruptive innovation by focusing on both data analysis and market-facing entrepreneurial approaches.
What This Means for Your Design
Using lots of data well can help companies create new and groundbreaking products or services, especially if they also have a proactive and market-focused approach to selling them.
How to use in your project
- 1.Reference this study when discussing how data analysis can inform the strategic direction of a design project and lead to innovative market approaches.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that a robust big data analytics capability is a significant driver of disruptive innovation, particularly when it is channeled through entrepreneurial marketing strategies. The study's findings suggest that organizations that effectively integrate data analysis with proactive market engagement are better positioned to develop and launch groundbreaking products and services that challenge established market paradigms.
Source
Journal of Competitiveness
Data-driven disruptive competitiveness: Exploring the role of big data analytics capability and entrepreneurial marketing in disruptive innovation
journal · 2025
View sourceQuestions About This Research
- What does the research say about big data analytics capability drives disruptive innovation through entrepreneurial marketing?
- Invest in both data analytics infrastructure and the development of an entrepreneurial marketing mindset to unlock disruptive innovation potential. Evidence: Journal of Competitiveness (2025).
- Why does "Big Data Analytics Capability Drives Disruptive Innovation Through Entrepreneurial Marketing" matter for design?
- In today's rapidly evolving markets, understanding and leveraging data is crucial for staying ahead. This research highlights a clear pathway for organizations to move beyond incremental improvements and achieve truly disruptive innovation by focusing on both data analysis and market-facing entrepreneurial approaches.
- How can designers apply this research?
- Invest in both data analytics infrastructure and the development of an entrepreneurial marketing mindset to unlock disruptive innovation potential.
- What were the main findings?
- Big data analytics capability has a positive direct effect on entrepreneurial marketing.. Big data analytics capability has a positive direct effect on disruptive innovation.. Entrepreneurial marketing has a positive direct effect on disruptive innovation.. Entrepreneurial marketing fully mediates the relationship between big data analytics capability and disruptive innovation.
- What research method was used?
- Quantitative research using structural equation modeling. with 216 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from Journal of Competitiveness.
- What should I do differently in my next project?
- Designers and strategists should consider how data analytics can inform the development of novel products, services, or business models that challenge existing market norms, and how to effectively communicate these innovations to target markets.
- What are the limitations?
- The study was conducted in a specific geographical and industrial context (manufacturing in Pakistan), which may limit the generalizability of findings to other regions or sectors.