Name: ALAMIR COSTA LOURO
Publication date: 26/09/2019
Advisor:
Name |
Role |
|---|---|
| MARCELO MOLL BRANDÃO | Advisor * |
Examining board:
| Name |
Role |
|---|---|
| ADONAI JOSÉ LACRUZ | Internal Examiner * |
| MARCELO MOLL BRANDÃO | Advisor * |
| MARCOS PAULO VALADARES DE OLIVEIRA | Internal Examiner * |
Summary: 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.
