University of Oulu

Akter, Shahriar, Hossain, Md Afnan, Hani, Umme, Vrontis, Demetris, Thrassou, Alkis, and Arslan, Ahmad. 2023. “ Addressing the Grand Challenges of Poverty with Data-Driven Creative Service Offerings.” Journal of Product Innovation Management 1– 31.

Addressing the grand challenges of poverty with data-driven creative service offerings

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Author: Akter, Shahriar1; Hossain, Md Afnan1,2; Hani, Umme1;
Organizations: 1School of Business, Faculty of Business & Law, University of Wollongong, Wollongong, New South Wales, Australia
2Department of Marketing and International Business, School of Business and Economics, North South University, Dhaka, Bangladesh
3GNOSIS Mediterranean Institute for Management Science School of Business, University of Nicosia, Nicosia, Cyprus
4S P Jain School of Global Management, Dubai Campus, Dubai, United Arab Emirates
5Department of Marketing, Management, and International Business, University of Oulu, Oulu, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.3 MB)
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Language: English
Published: John Wiley & Sons, 2023
Publish Date: 2023-05-29


Big data-driven innovation gains momentum in the developing world by tackling grand challenges and making a pronounced and lasting impact. However, research has still not answered the key question regarding the dimensions of big poverty data analytics (BPDA) capabilities for creative service offerings nor their effects on economic and social outcomes. This study fills this gap by conducting a two-phase Delphi study and two rounds of surveys focusing on a globally leading microcredit institute in a developing country. The study conceptualizes management (analytics climate, cross-functional integration), platform (technology and data), and talent (pattern spotting and market ambidexterity) capabilities as the dimensions of BPDA capability. It further investigates creative service offerings (meaningfulness and novelty) as the mediator between BPDA—new service performance (economic outcome from the firm’s end) as well as BPDA—quality of life (social outcome from consumer’s end). Our research advances, first, the microfoundational view of dynamic capability (DC) theory in the emerging data-driven innovation paradigm by specifically identifying the complementary and co-specialization attributes of six microfoundations (i.e., analytics climate, cross-functional integration, data, technology, pattern spotting, and ambidexterity). In addition to DC, our study extends social innovation literature by establishing the connection between the instrument (BPDA capability) and outcome view (quality of life) of social innovation to tackle grand challenges in the developing world. Finally, our study extends creativity theory by introducing creative service offerings as a mediator and highlighting its role in the novel and meaningful solutions to social problems. Overall, this study is a pioneer in conceptualizing and empirically validating a research model that uncovers the potentially complex nuances between BPDA capability-creative offerings and innovation outcomes to tackle the grand challenge of poverty. Its findings are scholarly significant and executive worthy and constitute a major advancement in extant studies regarding how creative services are developed using BPDA and their impact on the firm’s profitability and consumer well-being.

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Series: Journal of product innovation management
ISSN: 0737-6782
ISSN-E: 1540-5885
ISSN-L: 0737-6782
Issue: Online first
DOI: 10.1111/jpim.12679
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Funding: Open access publishing facilitated by University of Wollongong, as part of the Wiley - University of Wollongong agreement via the Council of Australian University Librarians.
Copyright information: © 2023 The Authors. Journal of Product Innovation Management published by Wiley Periodicals LLC on behalf of Product Development & Management Association. This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.