Examinando por Autor "Ortiz de Guinea, Ana"

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  • Miniatura
    Ítem
    Data analytics in organic farming: impact on environmental sustainability
    (Academic Conferences and Publishing International Limited, 2022-08-25) Paz-Castillo, Cristhian; Sáenz Martínez, Josune; Ortiz de Guinea, Ana
    The production of healthy food while preserving the environment constitutes one of the main challenges of the 21st century. Along these lines, organic farming has emerged as a farm management and food production system that encourages environmental sustainability. To enhance such sustainability, data analytics both as an asset and as a capability could play a substantial role. Indeed, data analytics could be used to interpret the past and predict the future and to make more timely or accurate decisions regarding the use and protection of natural resources. Using survey data from 119 Spanish organic farms whose digitization degree as reported by the farmer is above 0, and structural equation modeling based on partial least squares to test research hypotheses, we found that even though data analytics in organic farming is clearly underdeveloped, it still contributes to enhancing farms’ environmental sustainability. Thus, investments in environmental data analytics appear to pay off.
  • Miniatura
    Ítem
    Value creation through marketing data analytics: the distinct contribution of data analytics assets and capabilities to unit and firm performance
    (Elsevier B.V., 2022-12) Sáenz Martínez, Josune; Ortiz de Guinea, Ana; Peñalba Aguirrezabalaga, Carmela
    This study answers research calls regarding data analytics in a specific unit and its impact at the unit and organizational level. In doing so, it takes an information value chain approach to theorize about how quality data and IT-enabled data analytics sensing capability in the marketing unit relate differently to the unit performance as well as to firm-level performance. Results from a survey of 346 firms confirm the hypotheses by showing partially and fully mediated effects for quality data, and direct and partially mediated effects for sensing capability.