  This study, rooted in dynamic capability theory and the developing era of Big
Data Analytics, explores the transformative effect of BDA EDCs on marketing.
Ambidexterity and firms market performance in the textile sector of Pakistans
cities. Specifically, focusing on the firms who directly deal with customers,
investigates the nuanced role of BDA EDCs in textile retail firms potential to
navigate market dynamics. Emphasizing the exploitation component of marketing
ambidexterity, the study investigated the mediating function of marketing
ambidexterity and the moderating influence of competitive pressure. Using a
survey questionnaire, the study targets key choice makers in textile firms of
Faisalabad, Chiniot and Lahore, Pakistan. The PLS-SEM model was employed as an
analytical technique, allows for a full examination of the complicated
relations between BDA EDCs, marketing ambidexterity, rival pressure, and market
performance. The study Predicting a positive impact of Big Data on marketing
ambidexterity, with a specific emphasis on exploitation. The study expects this
exploitation-orientated marketing ambidexterity to significantly enhance the
firms market performance. This research contributes to the existing literature
on dynamic capabilities-based frameworks from the perspective of the retail
segment of textile industry. The study emphasizes the role of BDA-EDCs in the
retail sector, imparting insights into the direct and indirect results of BDA
EDCs on market performance inside the retail area. The study s novelty lies in
its contextualization of BDA-EDCs in the textile zone of Faisalabad, Lahore and
Chiniot, providing a unique perspective on the effect of BDA on marketing
ambidexterity and market performance in firms. Methodologically, the study uses
numerous samples of retail sectors to make sure broader universality,
contributing realistic insights.
