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.

Big data‐driven innovation gains momentum in the developing world by tackling grand challenges and making a pronounced and lasting impact. However, research has still not answered the key question regarding the dimensions of big poverty data analytics (BPDA) capabilities for creative service offerings nor their effects on economic and social outcomes. This study fills this gap by conducting a two‐phase Delphi study and two rounds of surveys focusing on a globally leading microcredit institute in a developing country. The study conceptualizes management (analytics climate, cross‐functional integration), platform (technology and data), and talent (pattern spotting and market ambidexterity) capabilities as the dimensions of BPDA capability. It further investigates creative service offerings (meaningfulness and novelty) as the mediator between BPDA—new service performance (economic outcome from the firm's end) as well as BPDA—quality of life (social outcome from consumer's end). Our research advances, first, the microfoundational view of dynamic capability (DC) theory in the emerging data‐driven innovation paradigm by specifically identifying the complementary and co‐specialization attributes of six microfoundations (i.e., analytics climate, cross‐functional integration, data, technology, pattern spotting, and ambidexterity). In addition to DC, our study extends social innovation literature by establishing the connection between the instrument (BPDA capability) and outcome view (quality of life) of social innovation to tackle grand challenges in the developing world. Finally, our study extends creativity theory by introducing creative service offerings as a mediator and highlighting its role in the novel and meaningful solutions to social problems. Overall, this study is a pioneer in conceptualizing and empirically validating a research model that uncovers the potentially complex nuances between BPDA capability‐creative offerings and innovation outcomes to tackle the grand challenge of poverty. Its findings are scholarly significant and executive worthy and constitute a major advancement in extant studies regarding how creative services are developed using BPDA and their impact on the firm's profitability and consumer well‐being.

Data-driven innovation (DDI) initiatives by microfinance institutes have transformed the global poverty alleviation landscape. Despite the fact that relationship building is one of the primary goals of DDI initiatives in microfinance operations, there has been little research on the dimensions of relationship quality. This study examines how DDI initiatives recognize and incorporate relational dimensions in their service offerings to alleviate poverty. Drawing on a systematic literature review, thematic analysis and interviews with 20 microfinance managers, this research explores the relationship quality parameters that need to be leveraged. Grounded in the resource-based theory, the findings of this study confirm trust and commitment as two key relationship capabilities. The findings contribute to a better understanding of how microfinance institutes can use DDI to achieve sustainable competitive advantage.

Value co-creation (VCC) has gained momentum in recent years due to the dramatic growth of digital technology. There is an ever-growing surge in academia and industry to understand the dimensions and outcomes of VCC through various digital platforms. However, there is sparse literature on VCC in the bottom of the pyramid (BoP) context, especially for technology-driven healthcare. Drawing on the service-dominant (S-D) logic and consumer culture theory (CCT), this research develops and validates a VCC model in the context of mobile healthcare for poor patients at the BoP. The findings identify VCC as a hierarchical construct that has a direct and indirect impact on continuance intentions and patient’s quality of life (QOLI) in which empowerment plays a mediating role. The authors discuss the implications for advancing VCC research and recommend avenues for linking it with economic (continuance) and social benefits (i.e. QOLI).

Service sectors are the backbone of any economy. Due to the recent pandemic, this sector has been hit the hardest in developing countries. People are becoming unemployed, and the poverty rate is increasing at an unprecedented rate. Social banking, such as Grameen Bank, has played an essential role in lifting the poor out of poverty in various critical environments. Although relationship quality with customers plays a crucial role in this transformative banking services, there is a lack of research exploring its dimensions that made this sector sustainable. This paper aims to propose a social banking relationship quality framework by conducting a systematic literature review, 30 in-depth interviews and thematic analysis. The findings show that trust, respect and reciprocity are the primary critical relationship quality dimensions for sustaining social banking services in developing countries.

Service sectors are the backbone of any economy. Due to the recent pandemic, this sector has been hit the hardest in developing countries. People are becoming unemployed, and the poverty rate is increasing at an unprecedented rate. Social banking, such as Grameen Bank, has played an essential role in lifting the poor out of poverty in various critical environments. Although relationship quality with customers plays a crucial role in this transformative banking services, there is a lack of research exploring its dimensions that made this sector sustainable. This paper aims to propose a social banking relationship quality framework by conducting a systematic literature review, 30 in-depth interviews and thematic analysis. The findings show that trust, respect and reciprocity are the primary critical relationship quality dimensions for sustaining social banking services in developing countries.