Ajuste entre Marketing Analytics e Cultura Organizacional
Desenvolvimento e validação da escala
DOI:
https://doi.org/10.18568/ijbmkt.8.1.257Palavras-chave:
Marketing Analytics, Cultura Organizacional, Ajuste, Desenvolvimento de EscalaResumo
Objetivo – O propósito deste trabalho é desenvolver uma escala para um construto de ajuste (fit) com base em Marketing Analytics e Cultura Organizacional. Desenho/metodologia/abordagem – A pesquisa foi realizada em duas etapas: o desenvolvimento passo a passo de uma escala é documentado com uma análise fatorial confirmatória, também foi realizada uma análise de correlação com outros construtos importantes do Marketing. Resultados – O presente trabalho forneceu um desenvolvimento de escala detalhado para um construto de ajuste permitindo testes de sua correlação com o desempenho organizacional, as capabilidades de Marketing e a capacidade de absorção. Ele sugere explorar o papel da mediação com outras capabilidades como o mecanismo que habilita o Ajuste entre Marketing Analytics e a Cultura Organizacional de forma a impactar o desempenho. Implicações práticas – Os autores permitiram que gerentes entendessem como o Marketing Analytics funciona, e o que os gestores precisam desenvolver e articular com suas equipes de trabalho envolvidas no aprendizado do conhecimento de mercado. A expertise dessas equipes é utilizada para reconhecer o valor de novos conhecimentos de mercado, assimilando-os e aplicando-os como informações analíticas. Originalidade/valor – O novo construto de segunda ordem visa reduzir a lacuna das capabilidades de Marketing, na literatura, usando a abordagem de seu ajuste com a cultura.
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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).
