Dynamic capabilities, Marketing Capability and Organizational Performance
The goal of the study is to investigate the influence of dynamic capabilities on organizational performance and the role of marketing capabilities as a mediator in this relationship in the context of private HEIs in Brazil. As a research method we carried out a survey with 316 IES and data analysis...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2017-01-01
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| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123052461001 |
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| _version_ | 1825207309575389184 |
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| author | Adriana Roseli Wünsch Takahashi Sergio Bulgacov Elder Semprebon Mônica Maier Giacomini |
| author_facet | Adriana Roseli Wünsch Takahashi Sergio Bulgacov Elder Semprebon Mônica Maier Giacomini |
| author_sort | Adriana Roseli Wünsch Takahashi |
| collection | DOAJ |
| description | The goal of the study is to investigate the influence of dynamic capabilities on organizational performance and the role of marketing capabilities as a mediator in this relationship in the context of private HEIs in Brazil. As a research method we carried out a survey with 316 IES and data analysis was operationalized with the technique of structural equation modeling. The results indicate that the dynamic capabilities have influence on organizational performance only when mediated by marketing ability. The marketing capability has an important role in the survival, growth and renewal on educational services offerings for HEIs in private sector, and consequently in organizational performance. It is also demonstrated that mediated relationship is more intense for HEI with up to 3,000 students and other organizational profile variables such as amount of courses, the constitution, the type of institution and type of education do not significantly alter the results. |
| format | Article |
| id | doaj-art-0133332f9b0443599831fdb030471da9 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2017-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-0133332f9b0443599831fdb030471da92025-02-06T23:39:31ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2017-01-01145466478Dynamic capabilities, Marketing Capability and Organizational PerformanceAdriana Roseli Wünsch TakahashiSergio BulgacovElder SemprebonMônica Maier GiacominiThe goal of the study is to investigate the influence of dynamic capabilities on organizational performance and the role of marketing capabilities as a mediator in this relationship in the context of private HEIs in Brazil. As a research method we carried out a survey with 316 IES and data analysis was operationalized with the technique of structural equation modeling. The results indicate that the dynamic capabilities have influence on organizational performance only when mediated by marketing ability. The marketing capability has an important role in the survival, growth and renewal on educational services offerings for HEIs in private sector, and consequently in organizational performance. It is also demonstrated that mediated relationship is more intense for HEI with up to 3,000 students and other organizational profile variables such as amount of courses, the constitution, the type of institution and type of education do not significantly alter the results.http://www.redalyc.org/articulo.oa?id=123052461001dynamic capabilitiesmarketing capabilitiesorganizational performancehigher education |
| spellingShingle | Adriana Roseli Wünsch Takahashi Sergio Bulgacov Elder Semprebon Mônica Maier Giacomini Dynamic capabilities, Marketing Capability and Organizational Performance BBR: Brazilian Business Review dynamic capabilities marketing capabilities organizational performance higher education |
| title | Dynamic capabilities, Marketing Capability and Organizational Performance |
| title_full | Dynamic capabilities, Marketing Capability and Organizational Performance |
| title_fullStr | Dynamic capabilities, Marketing Capability and Organizational Performance |
| title_full_unstemmed | Dynamic capabilities, Marketing Capability and Organizational Performance |
| title_short | Dynamic capabilities, Marketing Capability and Organizational Performance |
| title_sort | dynamic capabilities marketing capability and organizational performance |
| topic | dynamic capabilities marketing capabilities organizational performance higher education |
| url | http://www.redalyc.org/articulo.oa?id=123052461001 |
| work_keys_str_mv | AT adrianaroseliwunschtakahashi dynamiccapabilitiesmarketingcapabilityandorganizationalperformance AT sergiobulgacov dynamiccapabilitiesmarketingcapabilityandorganizationalperformance AT eldersemprebon dynamiccapabilitiesmarketingcapabilityandorganizationalperformance AT monicamaiergiacomini dynamiccapabilitiesmarketingcapabilityandorganizationalperformance |