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This paper examines the impact of data-driven innovation (DDI) on firm performance, based on an exploratory case study of a manufacturing firm in China's textile and apparel industry. It explores the influence of various contextual variables on the firm's DDI and suggests ways to enhance DDI and thereby firm performance. Extending the literature on DDI, the paper proposes and validates a theoretical framework that incorporates the influence of various contextual factors on firms' DDI. The findings show that (1) individual context is associated with DDI; (2) organizational context is associated with DDI; and (3) DDI is associated with firm performance. This paper extends our understanding of how firm performance can be improved through DDI and shows that DDI should match a firm's contextual environment. [ABSTRACT FROM AUTHOR]