MARKETING ANALYTICS & ORGANIZATIONAL CULTURE FIT
Scale development and validation
DOI:
https://doi.org/10.18568/ijbmkt.8.1.257Palabras clave:
Marketing Analytics, Organizational Culture, Fit, Scale DevelopmentResumen
Purpose – The purpose of this paper is to develop a scale for a fit construct based on Marketing Analytics and Organizational Culture.
Design/methodology/approach – The research was carried out in two stages: a step-by-step scale development is documented with confirmatory factor analysis and correlation analysis with other important constructs from Marketing was tested.
Findings – The present work gave a detailed scale development for a fit construct permitting the tests of its correlation with organizational performance, Marketing capabilities, and absorptive capacity. It suggests exploring the mediation role for other capabilities as the mechanism to enable Marketing Analytics and Organizational Culture fit to impact performance.
Practical implications – The authors enabled managers to understand how Marketing Analytics works, and what managers need to develop and articulate with their work teams involved in market knowledge learning. The expertise of these teams is used to recognize the value of new market knowledge, assimilating and applying them as analytical information.
Originality/value – The new second-order construct aims to narrow the marketing capabilities gap in the literature using the fit approach with culture.
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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
Declaro que o presente artigo é original, não tendo sido submetido à publicação, quer em sua totalidade quer em parte, em qualquer outro periódico nacional ou internacional. Declaro, ainda, que, uma vez publicado no International Journal of Business & Marketing (IJBMKT), o mesmo jamais será submetido por mim ou por qualquer um dos demais coautores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais coautores, porventura existentes, cedo os direitos autorais do referido artigo ao International Journal of Business & Marketing (IJBMKT) e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorais (nº 9609, de 19/02/98).
