Small to Large: Research on the Path of Data Service Providers Empowering Customer Networks

Qian Liping, Ye Feifei

Journal of Marketing Science ›› 2025, Vol. 5 ›› Issue (3) : 1-24.

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PDF(1266 KB)
Journal of Marketing Science ›› 2025, Vol. 5 ›› Issue (3) : 1-24.
Research Papers

Small to Large: Research on the Path of Data Service Providers Empowering Customer Networks

  • Qian Liping, Ye Feifei
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Abstract

As pivotal players in the digital industrialization process, data service providers, often small in scale, can empower an extensive client network with customized data solutions, achieving a “small to large" effect. This paper, grounded in resource orchestration theory and co-evolution theory, takes Chongqing Ruiyun Technology Co., Ltd, a “specialized, refined, distinctive, and innovative SME,” as a case study to explore how data service providers empower a client network encompassing supply, channel, and demand sides. The study finds that this process involves three stages: constructing a data network, cultivating target capabilities, and driving a value flywheel. Each stage requires joint actions from data service providers and client enterprises to break through resource constraints, coordinate disputes over rights, and solidify cooperative relationships, thus completing the transformation of data resources into capabilities and fostering spontaneous data capability interactions. The theoretical framework developed in this paper reveals how the enablers and the enabled entities achieve the empowerment effect from “small enterprises” to “large networks” through the mutual cooperation of resource actions and relationship coordination, thus advancing the resource orchestration theory and co-evolution theory in the context of digitalization.

Key words

small to large;data service providers;customer networks;data empowerment;value flywheel

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Qian Liping, Ye Feifei. Small to Large: Research on the Path of Data Service Providers Empowering Customer Networks[J]. Journal of Marketing Science. 2025, 5(3): 1-24

Funding

国家社会科学基金(编号:23BGL124)
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