Fundações e tendências no relacionamento entre analytics e marketing

Alamir Costa Louro, Marcelo Moll Brandão, Arthur França Sarcinelli

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.


Palavras-chave


Bibliometria; Analytics; Marketing; Capabilidades Dinâmicas.

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Referências


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

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