Big data como Elemento Crítico para Performance em Organizações Orientadas para o Mercado

• Rech, Eduardo ^[2] ; Casalinho, Gilmar D'Agostini Oliveira ^[3] ; da Silveira, Rodrigo Heldt ^[1]
  1. [1] Universidade Federal do Rio Grande do Sul

     Universidade Federal do Rio Grande do Sul

     Brasil

     
  2. [2] IMED
  3. [3] Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Sul

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• Localización: Revista de Administração IMED, ISSN-e 2237-7956, Vol. 10, Nº. 2, 2020 (Ejemplar dedicado a: Julho-Dezembro), págs. 51-70
• Idioma: portugués
• DOI: 10.18256/2237-7956.2020.v10i2.4280
• Títulos paralelos:
  • Big data as a Critical Element for Performance in Market Oriented Organizations
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    Considering the number of departments in the organizations, marketing can take an integrative role favoring the execution of strategies of the company. The market orientation, which promotes application of a philosophy in the organization, can influence the performance positively. This paper aims to establish theoretical basis for the relation between Market orientation and performance, moderated by the use of big data analytics. This was designed because of the importance of the information for the market orientation construct, since market intelligence is one of its most important elements. Then, we believe that big data, while the ability in dealing with large amount of data, moderates the relation between market orientation and performance.

  • português

    A orientação para o mercado, que promove a aplicação de uma filosofia de atuação direcionada para o cliente, pode influenciar positivamente o desempenho das organizações. Nesse contexto, a quantidade e o fluxo de informação possui importância, considerando que é elemento fundamental para estabelecimento da inteligência de mercado que, por sua vez, é condição sine qua non para a orientação para ao mercado. Com o aumento da disponibilidade de dados desagregados e a evolução dos métodos para análise de tais informações, a capacidade de explorar grandes volume de dados (big data) torna-se relevante para suportar decisões de marketing. Diante disso, o presente artigo tem como objetivo estabelecer as bases teóricas para a determinação da relação entre as variáveis orientação para o mercado e desempenho organizacional moderada pela variável capacidade de uso de big data. Como resultado, é realizada a proposição de um framework que represente as relações entre as variáveis orientação para o mercado, desempenho organizacional e big data.

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