How can data-driven service innovation transform hybrid business offerings in global markets?

Purpose Hybrid business offerings in international markets have gained momentum in recent times due to the dramatic growth of service innovations. In this realm, data-driven service innovation (DDSI) transforms marketing dynamics to gain a competitive edge in international markets. Despite the exponential growth of DDSI, the phases of new product development and the factors that determine the ultimate success of such innovations in global markets remain unknown. Therefore, this paper presents an integrative framework that combines the steps of DDSI, international market orientation and international platform orientation factors to achieve a sustainable competitive advantage. Design/methodology/approach Drawing on a systematic literature review and thematic analysis, the study presents a conceptual framework that outlines the phases of DDSI and relevant market and infrastructural capabilities for effectiveness in international marketing. Findings For hybrid business offerings in international markets, the findings of our review and thematic analysis show that seven DDSI phases (i.e. data product conceptualization, data refinement, data acquisition, data storage and retrieval, product distribution, product presentation and market feedback), three market orientation capabilities (i.e. marketing capabilities, marketing agility, marketing ecosystem and end-user priority) and two infrastructural capabilities (i.e. data and technology capabilities) are critical to create, communicate and deliver value. Research limitations/implications Based on dynamic capability and market orientation theories, we propose a DDSI framework to address existing knowledge gaps and provide guidance to managers for the successful execution of service innovation processes and their respective marketing programmes in international domains. Originality/value Our study is one of the early attempts to present a DDSI framework for hybrid business offerings in international markets. The findings of our research offer critical theoretical insights and managerial guidelines for expanding knowledge of innovation and its respective policies, thereby promoting the sustained growth of international marketing and business.