... To identify its customers' 13 preferences, Netflix monitors their scrolling and browsing behaviours by collecting data on 14 when they pause, rewind, fast-forward, etc. (Zeng & Glaister, 2018). 15 Existing literature also acknowledges the importance of big data's enhancement of decision- 16 making quality (Shamim, Zeng, Shariq, & Khan, 2018) and value creation across different 17 sectors, including manufacturing and media (Zeng & Glaister, 2018), banking (Hale & Lopez,18 2017), healthcare (Wang, Kung, Wang, & Cegielski, 2018), tourism and hospitality (Li, Xu, 19 Tang, Wang, & Li, 2018), etc. Enabled by digital technology, big data have emerged as the 20 central tool aiding enterprises to facilitate exploitative and explorative activities (McAfee, 21 Brynjolfsson, & Davenport, 2012). While many scholars and practitioners have emphasised 22 the skills needed for exploitative activities, others have highlighted the importance of 23 exploratory activities (e.g., Janssen, van der Voort, & Wahyudi, 2017; Zeng & Glaister, 2018). 1 Central to this view is an emphasis on ambidexterity (Turner, Swart, & Maylor, 2013). 2 Ambidexterity is defined as a firm's ability to reconcile two opposite strategies (for example, 3 simultaneously pursuing both exploration and exploitation) within itself (O'Reilly & Tushman, 4 2013; Simsek, 2009). ...