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

Eduardo Rech, Gilmar D'Agostini Oliveira Casalinho, Rodrigo Heldt da Silveira

Resumo


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.


Palavras-chave


Orientação para o Mercado; Desempenho Organizacional; Big Data

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DOI: https://doi.org/10.18256/2237-7956.2020.v10i2.4280

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Direitos autorais 2021 Eduardo Rech, Gilmar D'Agostini Oliveira Casalinho, Rodrigo Heldt da Silveira



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