Customer agility and big data analytics in new product context

New product development is s complicated process in marketing. New product success is an important part of new product development. Firms can use big data analytics to track new product success. Therefore, we develop quantitative research to see how big data analytics can help the firms on the new product success process. Using a survey, we collect data from the industry. The results of our PLS analysis show the effective use of data interpretation tools and effective use of data analysis tools are important factors to share customer agility in new product success. Our research has theoretical contributions and practical implications, which we discuss at the end of the paper.