As distintas capacidades de marketing e seus efeitos moderadores sobre a performance organizacional
DOI:
https://doi.org/10.5585/2025.25881Palavras-chave:
capacidade de Marketing, capacidade especializadas, capacidades interfuncionais, capacidades superiores, performance organizacionalResumo
Objetivo: Este estudo objetiva propor um framework conceitual dos níveis da capacidade de marketing, moderadores contextuais e seus impactos na performance organizacional.
Desenho/metodologia/abordagem – Os autores apresentam uma pesquisa teórica que propõe uma estrutura conceitual buscando predizer os efeitos dos níveis da capacidade de marketing sobre a performance.
Resultados: Os resultados mostram que as capacidades de marketing podem estar configuradas a partir de três níveis: nível especializado, nível interfuncional e nível superior. Além disso, os moderadores como os fatores econômicos e industriais podem interferir na relação entre estas capacidades e a performance das organizações.
Implicações práticas: As capacidades de marketing interferem positivamente na performance das organizações. Os gestores devem considerar quais níveis das capacidades são relevantes para o seu negócio e quais necessitam ser criadas, mantidas ou aperfeiçoadas.
Originalidade/valor: A originalidade deste estudo está na configuração e identificação das distintas capacidades de marketing a partir de um modelo teórico e de escalas para mensuração destas capacidades. Tanto o modelo teórico quanto as escalas podem auxiliar os pesquisadores acadêmicos a direcionarem melhor seus estudos e aos gestores das organizações a ampliar sua visão sobre a importância do marketing para melhorar a sustentabilidade das organizações.
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