How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis

How can Customer Analytics Capabilities Influence Organizational Performance? A moderated mediation analysis

A theoretical model is proposed to test the relationship between Customer Analytics Capabilities and Market Orientation with Organizational Performance, encompassing Marketing Capabilities as a mediator mechanism moderated by Environmental Dynamism. Its contribution lies in the test of this mediatio...

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Bibliographic Details
Main Authors: Alamir Costa Louro, Marcelo Moll Brandão, Jurij Jakli\u010D, Arthur Sarcinelli
Format: Article
Language:English
Published: FUCAPE Business School 2019-01-01
Series:BBR: Brazilian Business Review
Subjects:
customer analytics capabilities
market orientation
marketing capabilities
Online Access:http://www.redalyc.org/articulo.oa?id=123062260004
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