Foundations and trends in analytics and marketing relationship

Alamir Costa Louro; Marcelo Moll Brandão; Arthur França Sarcinelli

doi:10.5585/remark.v20i1.17554

Autores

Alamir Costa Louro Universidade Federal do Espírito Santo, UFES, Brasil. https://orcid.org/0000-0002-5489-4551
Marcelo Moll Brandão Universidade Federal do Espírito Santo, UFES, Brasil. https://orcid.org/0000-0002-8593-734X
Arthur França Sarcinelli Universidade Federal do Espírito Santo, UFES, Brasil. https://orcid.org/0000-0002-3477-0228

DOI:

https://doi.org/10.5585/remark.v20i1.17554

Palavras-chave:

Bibliometria, Analytics, Marketing, Capabilidades Dinâmicas.

Resumo

Objetivo: O propósito do presente artigo é pavimentar o caminho de futuras pesquisas quantitativas no campo de analytics em marketing, contextualizado com base na Visão Baseada em Recursos e na literatura sobre Capabilidades Dinâmicas.

Método/Abordagem: Constitui-se como uma revisão aplicada de cunho bibliométrico sobre o relacionamento entre as subáreas. Utilizamos análises de cluster para prover um mapeamento esquemático da interseção dessas literaturas para pesquisadores iniciantes e experientes.

Resultados: Após propor as capabilidades analíticas adaptativas, são sugeridos caminhos de avanço científico nas literaturas de marketing e estratégia, indicando possíveis construtos endógenos, exógenos e covariáveis para uma agenda de pesquisa voltada para situações de moderação e mediação.

Implicações teóricas e metodológicas: Foi construída uma rede nomológica que interliga o relacionamento emergente entre marketing, analytics e capabilidades dinâmicas que auxilia na escolha de construtos atualizados e relevantes para estudos quantitativos futuros.

Originalidade/valor: Destaca-se o alicerce da relação entre analytics e marketing, e assim são elucidadas as tendências de pesquisa e construtos objetivos otimizados para realização de pesquisas futuras sob a ótica das capabilidades dinâmicas.

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Biografia do Autor

Alamir Costa Louro, Universidade Federal do Espírito Santo, UFES, Brasil.

Doutorando em Administração, Mestrado em Administração de Empresas. Graduado em Ciência da Computação - UFES,

Marcelo Moll Brandão, Universidade Federal do Espírito Santo, UFES, Brasil.

Doutorando FGV.

Arthur França Sarcinelli, Universidade Federal do Espírito Santo, UFES, Brasil.

Doutorando em Administração de Empresas pela Fundação Getúlio Vargas (FGV-EAESP).

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