HOW THE FIT BETWEEN ADAPTIVE ANALYTICS AND ORGANIC CULTURE IMPACTS ORGANIZATIONAL PERFORMANCE
(A2020-62831)

AUTHORS

ALAMIR LOURO, Federal University of Espírito Santo (UFES); MARCELO BRANDAO, Federal University of Espírito Santo; Jurij Jaklič, University of Ljubljana

KEYWORDS

Adaptive Analytics.; Culture. ; Marketing Capabilities

ABSTRACT

In marketing, there is interest in understanding how market knowledge is learned with the purpose to improve organizational performance and how analytics is changing this process. We tested how analytics boosts performance through intervening constructs (mediated role) to increase the explanation of the phenomenon. Thus, it is conjectured that analytics alone cannot improve performance. This work aims to narrow the marketing capabilities gap using a perspective for organizational culture and adaptive analytics. The model has two factors mediated for the fit antecedent construct better explaining the fit boosts organizational performance. The mechanism engenders the fit construct, measured as covariation, marketing capabilities, and absorptive capacity in European Union and Brazil. The hypothesis tests were developed by SEM and PROCESS. The work of fitted culture and analytics facilitated by a parallel mediation expands analytics role and interconnects the information systems and marketing literature.

REFERENCES

The submitting author declares that the paper has not been presented at any of the previous EMAC Conferences and has not been published (electronically or in print) in any journal.