Responding to market turbulence by big data analytics and mass customization capability

Purpose: This study aims to explore how to respond to market turbulence by big data analytics (BDA) capability and mass customization capability (MCC) from the perspective of organizational information processing theory (OIPT). Design/methodology/approach: This study examines the research hypotheses using hierarchical regression analysis by collecting data from 277 Chinese firms. Findings: The results reveal that supply chain agility (SCA) completely mediates the impacts of technical skills on product-oriented and service-oriented MCC and the impact of data-driven decision-making culture (DDC) on service-oriented MCC. SCA also partially mediates the impacts of managerial skills on two dimensions of MCC and the impact of DDC on product-oriented MCC. In addition, market turbulence strengthens the impact of managerial skills on SCA. Originality/value: This study provides insightful contributions and implications for enhancing MCC to cope with market turbulence.