Data Analytics and Knowledge Integration Mechanisms: The Role of Social Interactions in Innovation Management

The chapter delves into the strategic significance of knowledge integration in data analytics for innovation management. It argues that while data analytics can provide crucial insights, the successful application of these insights requires effective knowledge transfer mechanisms. The study introduces the concept of IT–marketing social capital as a key factor in facilitating this transfer, emphasizing the role of informal social relationships between IT and marketing units. Through an empirical study, the authors demonstrate that this social capital positively impacts exploratory innovations, offering practical insights into leveraging data analytics for radical and incremental innovations. The chapter contributes to the fields of data analytics, social capital, and the knowledge-based view, providing a comprehensive understanding of the mechanisms that drive innovation in the digital economy.