How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis

Detalhes bibliográficos
Autor(a) principal: Louro, Alamir Costa
Data de Publicação: 2019
Outros Autores: Brandão, Marcelo Moll, Jaklič, Jurij, Sarcinelli, Arthur
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: BBR. Brazilian Business Review (English edition. Online)
DOI: 10.15728/bbr.2019.16.4.4
Texto Completo: http://www.bbronline.com.br/index.php/bbr/article/view/534
Resumo: A theoretical model is proposed to test the relationship between Customer Analytics Capabilities and Market Orientation with Organizational Performance, encompassing Marketing Capabilities as a mediator mechanism moderated by Environmental Dynamism. Its contribution lies in the test of this mediation in different types of industries in Brazil, by using SmartPLS software for structural equation modeling (SEM) and IBM SPSS with PROCESS macro for more in-depth insights. The results confirm the moderated mediation but show different behaviors about the direct effect for Customer Analytics Capabilities and Market Orientation, which suggest future studies. The study supports a better understanding of some of the diverse capabilities types and proposes an adaptive new one, Customer Analytics Capabilities, which is the final insertion of the Analytics concept in Marketing and Strategy disciplines.
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spelling How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysisComo as Customer Analytics Capabilities Influenciam o Desempenho Organizacional? Uma análise de mediação moderada.Customer Analytics CapabilitiesMarket OrientationMarketing CapabilitiesCustomer Analytics CapabilitiesOrientação para o MercadoCapacidades de Marketing A theoretical model is proposed to test the relationship between Customer Analytics Capabilities and Market Orientation with Organizational Performance, encompassing Marketing Capabilities as a mediator mechanism moderated by Environmental Dynamism. Its contribution lies in the test of this mediation in different types of industries in Brazil, by using SmartPLS software for structural equation modeling (SEM) and IBM SPSS with PROCESS macro for more in-depth insights. The results confirm the moderated mediation but show different behaviors about the direct effect for Customer Analytics Capabilities and Market Orientation, which suggest future studies. The study supports a better understanding of some of the diverse capabilities types and proposes an adaptive new one, Customer Analytics Capabilities, which is the final insertion of the Analytics concept in Marketing and Strategy disciplines. O presente trabalho propo?e um modelo teo?rico para testar o relacionamento entre as Customer Analytics Capabilities e a orientac?a?o para o mercado com o desempenho organizacional, abarcando as capacidades de Marketing como um mecanismo mediador moderado pelo dinamismo ambiental. A contribuic?a?o principal do artigo esta? no teste dessa mediac?a?o em diferentes tipos de indu?strias no Brasil, utilizando o software SmartPLS para modelagem de equac?o?es estruturais e o IBM SPSS com a macro PROCESS para aprofundamento do conhecimento acerca do feno?meno estudado. Os resultados confirmam a mediac?a?o moderada, pore?m mostram comportamentos diferentes sobre o efeito direto das Customer Analytics Capabilities e da Orientac?a?o ao Mercado, o que sugere estudos futuros. Este trabalho da? suporte a um melhor entendimento de alguns dos diversos tipos de capacidades dina?micas e propo?e uma nova e adapta?vel Customer Analytics Capabilities, que e? a inserc?a?o final do conceito de Analytics nas disciplinas de Marketing e Estrate?gia. FUCAPE Business Shool2019-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/53410.15728/bbr.2019.16.4.4Brazilian Business Review; Vol. 16 No. 4 (2019): July to August 2019; 369-382Brazilian Business Review; v. 16 n. 4 (2019): Julho a Agosto de 2019; 369-3821808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/534/812http://www.bbronline.com.br/index.php/bbr/article/view/534/813Copyright (c) 2019 Brazilian Business Reviewhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessLouro, Alamir CostaBrandão, Marcelo MollJaklič, JurijSarcinelli, Arthur2019-07-01T09:58:20Zoai:ojs.pkp.sfu.ca:article/534Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2019-07-01T09:58:20BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false
dc.title.none.fl_str_mv How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
Como as Customer Analytics Capabilities Influenciam o Desempenho Organizacional? Uma análise de mediação moderada.
title How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
spellingShingle How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
Louro, Alamir Costa
Customer Analytics Capabilities
Market Orientation
Marketing Capabilities
Customer Analytics Capabilities
Orientação para o Mercado
Capacidades de Marketing
Louro, Alamir Costa
Customer Analytics Capabilities
Market Orientation
Marketing Capabilities
Customer Analytics Capabilities
Orientação para o Mercado
Capacidades de Marketing
title_short How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
title_full How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
title_fullStr How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
title_full_unstemmed How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
title_sort How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis
author Louro, Alamir Costa
author_facet Louro, Alamir Costa
Louro, Alamir Costa
Brandão, Marcelo Moll
Jaklič, Jurij
Sarcinelli, Arthur
Brandão, Marcelo Moll
Jaklič, Jurij
Sarcinelli, Arthur
author_role author
author2 Brandão, Marcelo Moll
Jaklič, Jurij
Sarcinelli, Arthur
author2_role author
author
author
dc.contributor.author.fl_str_mv Louro, Alamir Costa
Brandão, Marcelo Moll
Jaklič, Jurij
Sarcinelli, Arthur
dc.subject.por.fl_str_mv Customer Analytics Capabilities
Market Orientation
Marketing Capabilities
Customer Analytics Capabilities
Orientação para o Mercado
Capacidades de Marketing
topic Customer Analytics Capabilities
Market Orientation
Marketing Capabilities
Customer Analytics Capabilities
Orientação para o Mercado
Capacidades de Marketing
description A theoretical model is proposed to test the relationship between Customer Analytics Capabilities and Market Orientation with Organizational Performance, encompassing Marketing Capabilities as a mediator mechanism moderated by Environmental Dynamism. Its contribution lies in the test of this mediation in different types of industries in Brazil, by using SmartPLS software for structural equation modeling (SEM) and IBM SPSS with PROCESS macro for more in-depth insights. The results confirm the moderated mediation but show different behaviors about the direct effect for Customer Analytics Capabilities and Market Orientation, which suggest future studies. The study supports a better understanding of some of the diverse capabilities types and proposes an adaptive new one, Customer Analytics Capabilities, which is the final insertion of the Analytics concept in Marketing and Strategy disciplines.
publishDate 2019
dc.date.none.fl_str_mv 2019-07-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Artigo revisado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/534
10.15728/bbr.2019.16.4.4
url http://www.bbronline.com.br/index.php/bbr/article/view/534
identifier_str_mv 10.15728/bbr.2019.16.4.4
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/534/812
http://www.bbronline.com.br/index.php/bbr/article/view/534/813
dc.rights.driver.fl_str_mv Copyright (c) 2019 Brazilian Business Review
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Brazilian Business Review
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FUCAPE Business Shool
publisher.none.fl_str_mv FUCAPE Business Shool
dc.source.none.fl_str_mv Brazilian Business Review; Vol. 16 No. 4 (2019): July to August 2019; 369-382
Brazilian Business Review; v. 16 n. 4 (2019): Julho a Agosto de 2019; 369-382
1808-2386
1807-734X
reponame:BBR. Brazilian Business Review (English edition. Online)
instname:Fucape Business School (FBS)
instacron:FBS
instname_str Fucape Business School (FBS)
instacron_str FBS
institution FBS
reponame_str BBR. Brazilian Business Review (English edition. Online)
collection BBR. Brazilian Business Review (English edition. Online)
repository.name.fl_str_mv BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)
repository.mail.fl_str_mv || bbronline@bbronline.com.br
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dc.identifier.doi.none.fl_str_mv 10.15728/bbr.2019.16.4.4

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