COMO O FIT ENTRE ANALYTICS ADAPTATIVO E CULTURA ORGÂNICA INFLUENCIA O DESEMPENHO ORGANIZACIONAL? O Papel Interveniente das Capabilidades de Marketing e da Capacidade Absortiva

Detalhes bibliográficos
Ano de defesa: 2019
Autor(a) principal: Louro, Alamir Costa
Orientador(a): Não Informado pela instituição
Banca de defesa: Não Informado pela instituição
Tipo de documento: Tese
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Universidade Federal do Espírito Santo
BR
Doutorado em Administração
Centro de Ciências Jurídicas e Econômicas
UFES
Programa de Pós-Graduação em Administração
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Português:
Fit
Link de acesso: http://repositorio.ufes.br/handle/10/13504
Resumo: In marketing discipline, there is considerable interest in understanding how market knowledge is learned to improve organizational performance, and recently, how analytics is changing this learning process. A bibliometric and a systematic review introduced the link between analytics and marketing capabilities resulting in a nomological network that presents some opportunities to test how analytics boosts performance through intervening constructs. Thus it is conjectured that analytics alone cannot improve performance. The work aims to narrow the marketing capabilities gap using a new perspective for organizational culture and adaptive analytics based on Day (2011) adaptive concepts enhancing the market knowledge learning process. The model presents two intervening constructs after a step-by-step scale development for a fit construct. The fit construct embraces the conditional structure of adaptive analytics and the organic culture, explaining better how the fit boosts organizational performance. The mechanism engenders the fit construct, measured as covariation, marketing capabilities, and absorptive capacity on multi-industry effort in the European Union and Brazil. The thesis of fitted culture and analytics facilitated by a parallel mediation expands analytics role on theory and interconnects, even more, the information systems and marketing strategy literature.