Responsible innovation and sustainable competitive advantage: is big data the missing link?

Purpose This study aims to examine the influence of organizational flexibility (OF) and shared vision (SV) on sustainable competitive advantage (SCA) with the mediation role of responsible innovation (RI) in the manufacturing industry of a developing country. Furthermore, big data analytics capability (BDAC) serves as a moderator between RI and SCA. Design/methodology/approach The study's hypotheses are investigated using the structural equation modeling (SEM) method. Through simple random sampling, information was gathered from 247 owners/managers of manufacturing SMEs. Findings The results elucidate that OF and SV significantly determine RI and SCA. Moreover, RI significantly mediates between SV, OF and SCA. Besides, RI significantly determines SCA. BDAC significantly leads to SCA. Finally, BDAC significantly moderates between RI and SCA. Research limitations/implications RI is crucial for manufacturing small and medium-sized enterprises (SMEs) to gain SCA and BDAC is important to address the changing demands of consumers for environment-friendly products. This study gives the public an overview of the different degrees to which SMEs are embracing RI and BDAC; with more environment-friendly initiatives, the natural environment will become more sustainable. Environmental sustainability will benefit each individual living in society. Originality/value This study adds value to the existing literature by focusing on predictors that affect SCA. Using dynamic capability theory, this initial study examines the influence of SV and OF on SCA and RI as mediators. Furthermore, BDAC is used as a moderating variable between RI and SCA. Managers, students and researchers can benefit from this study.