Email this article 
Big data as a Critical Element for Performance in Market Oriented Organizations
Abstract
Considering the number of departments in the organizations, marketing can take an integrative role favoring the execution of strategies of the company. The market orientation, which promotes application of a philosophy in the organization, can influence the performance positively. This paper aims to establish theoretical basis for the relation between Market orientation and performance, moderated by the use of big data analytics. This was designed because of the importance of the information for the market orientation construct, since market intelligence is one of its most important elements. Then, we believe that big data, while the ability in dealing with large amount of data, moderates the relation between market orientation and performance.
Keywords
Full Text:
PDF (Português (Brasil))References
Achrol, R. S.; Kotler, P. (1999). Marketing in the network economy. Journal of Marketing, 63, 146–163.
Babu, M. M., Liu, H., Jayawardhena, C., & Dey, B. L. (2019). Impact of market orientation on firm’s customer-based performance: the moderating role of employee orientation. Journal of Marketing Management, 35(7-8), 662-692.
Beath, C., Becerra-Fernandez, I., Ross, J., & Short, J. (2012). Finding value in the information explosion. MIT Sloan Management Review, 53, 18-20.
Biehn, N. (2013). The missing v’s in big data: viability and value. Wired. Recuperado de http://www.wired.com/insights/2013/05/the-missing-vs-in-big-data-viability-and-value/.
Biemans, W. G., Makovec Brenčič, M., & Malshe, A. (2010). Marketing–sales interface configurations in B2B firms. Industrial Marketing Management, 39(2), 183-194.
Brinker, S., & Mclellan, L. (2014). The rise of the chief marketing technologist. Harvard Business Review. Recuperado de https://hbr.org/2014/07/the-rise-of-the-chief-marketing-technologist.
Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58, 37-52.
Day, G. S., & Wensley, R. (1988). Assessing advantage: a framework for diagnosing competitive superiority. Journal of Marketing, 52(2), 1-20.
Luca, L. M. de, Herhausen, D., Troilo, G., & Rossi, A. (2020). How and when do big data investments pay off? The role of marketing affordances and service innovation. Journal of the Academy of Marketing Science, 1-21.
Delone, W. H., & Mclean, E. R. (2003). The DeLone and McLean model of information systems success: a ten year update. Journal of Management Information Systems, 19(4), 9-30.
Delone, W. H. & Mclean, E. R. (1992). Information system success: the quest for dependent variable. Information System Research, 3(1), 60-95.
Deshpandé, R. & Far,ley, J. U. (1998). Measuring market orientation: generalization and synthesis. Journal of Market-Focused Management, 2(3), 213-232.
Deshpandé, R., & Farley, J. U. (2004). Organizational culture, market orientation, innovativeness, and firm performance: an international research odyssey. International Journal of Research in Marketing, 21, 3-22.
Deshpandé, R., & Webster, F. E. Jr. (1989). Organizational culture and marketing: defining the research agenda. Journal of Marketing, 53(1), 3-15.
Dess, G. G., & Robinson Jr., R. B. (1984). Measuring organizational performance in the absence of objective measures: the case of the privately held firm and conglomerate business unit. Strategic Management Journal, 5(3), 265-273.
Diamantopoulos, A., & Hart, S. (1993). Liking market orientation and company performance: preliminary evidence on Kohli and Jaworski’s framework. Journal of Strategic Marketing, 1(2), 93-121.
Felton, A. P. (1959). Making the marketing concept work. Harvard Business Review, 37, 55-65.
Gao, H., Xie, J., Wang, Q., & Wilbur, K. C. (2015). Should ad spending increase or decrease before a recall announcement? The marketing–finance interface in product-harm crisis management. Journal of Marketing, 79(5), 80-99.
Gatignon, H., & Xuereb, J. M. (1997). Strategic orientation of the firm and new product performance. Journal of Marketing Research, 34(1), 77-90.
Gebhardt, G. F., Carpenter, G. S., & Sherry, J. F. Jr. (2006). Creating a market orientation: a longitudinal, multiform, grounded analysis of cultural transformation. Journal of Marketing, 70(4), 37-55.
Gök, O., & Hacioglu, G. (2010). The organizational roles of marketing and marketing managers. Marketing Intelligence & Planning, 28(3), 291–309.
Goodhue, D. L., & Thompson, R. L. (1995). Task-Technology fit and individual performance. MIS Quarterly, 19(2), 213-236.
Grewal, R., Chandrashekaran, M., Johnson, J. L., & Mallapragada, G. (2013). Environments, unobserved heterogeneity, and the effect os market orientation on outcomes for high-tech firms. Journal of the Academy of Marketing Science, 41(2), 206-233.
Homburg, C., Artz, M., & Wieseke, J. (2012). Marketing performance measurement systems: does comprehensiveness really improve performance? Journal of Marketing, 76(3), 56-77.
Hutt, M. D. (1995). Cross-functional working relationships in marketing. Journal of the Academy Marketing Science, 23(4), 351-357.
Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: a meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24-41.
Kohli, A. J., & Jaworski, B. J. (1990). Market orientation; the construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1-18.
Kumar, N. (2004). Marketing como estratégia: uma orientação inovadora e comprovada para o crescimento e a inovação. Rio de Janeiro: Elsevier.
Kumar, V. (2018). Transformative marketing: the next 20 years. Journal of Marketing, 82(4), 1-12
Kumar, V., Jones, E., Venkatesan, R., & Leone, R. P. (2011). Is market orientation a source of sustainable competitive advantage or simply the cost of competing? Journal of Marketing, 75(1), 16–30.
Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36-68.
Lam, S. K., Kraus, F., & Ahearne, M. (2010). The Diffusion of market orientation throughout the organization: a social learning theory perspective. Journal of Marketing, 74(5), 61-79.
Maltz, E., & Kohli, A. J. (2000). Reducing marketing’s conflict with other functions: the differential effects of integrating mechanisms. Journal of the Academy of Marketing Science, 28(4), 479-492.
Maltz, E., & Kohli, A. J. (1996). Market intelligence dissemination across functional boundaries. Journal of Marketing Research, 33(1), 47-61.
Matsuno, K., Mentzer, J. T., &Rentz, J. O. (2005). A conceptual and empirical comparison of three market orientation scales. Journal of Business Research, 58(1), 1-8.
McGuire, T., Manyik, J., & Chui, M. (2012). Why big data is the new competitive advantage. Ivey Business Journal. Recuperado de https://iveybusinessjournal.com/publication/why-big-data-is-the-new-competitive-advantage/,
Mckinsey [Global Institute]. (2012). Big Data: the next frontier for innovation, competition and productivity. McKinsey and Company Review.
Parise, S., Iyer, B., & Verset, D. (2012). Four strategies to capture and create value from big data. Ivey Business Journal. Recuperado de https://iveybusinessjournal.com/publication/four-strategies-to-capture-and-create-value-from-big-data/.
Micheels, E. T., & Gow, H. (2012). The effect of alternative market orientation strategies of firm performance. International Journal of Marketing Studies, 4(3), 2-15.
Montgomery, D. B., & Webster Jr., F. E. (1997). Marketing’s inter-functional interfaces: the MSI Workshop on Management of Corporate Fault Zones. Journal of Market Focused Management, 2(1), 7-26.
Morgan, N. A., Vorhies, D. W., & Mason, C. H. (2009). Market orientation, marketing capabilities and firm performance. Strategic Management Journal, 30(8), 909-920.
Müller, O., Fay, M., & vom Brocke, J. (2018). The effect of big data and analytics on firm performance: an econometric analysis considering industry characteristics. Journal of Management Information Systems, 35(2), 488–509.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20-35.
Paim, N. A., Lara, J. E., & Christino, J. M. M. (2011). Relações quantitativas entre om, desempenho organizacional e a percepção externa de sucesso em instituições de pesquisas tecnológicas afiliadas à ABIPTI. Revista de Administração Contemporânea, 15(6), 1059-1077.
Ruekert, R. W., & Walker, O. C. (1987). Marketing’s interaction with other functional units: a conceptual framework and empirical evidence. Journal of Marketing, 51(1), 233-248.
Sidhu, B. K., & Roberts, J. H. (2008). The marketing accounting interface - lessons and limitations. Journal of Marketing Management, 24(7-8), 669-686.
Silva, J. C. P. da, Paiva, L. E. B., & Lima, T. C. B. de. (2019). Entre competências e informações: um estudo com gestores de tecnologia da informação. Revista de Administração IMED, 9(1), 3-7.
Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation-performance relationship? Journal of Marketing, 58(1), 46-55.
Smith, T. M., Gopalakrishna, S., & Chatterjee, R. A. (2006). Three-stage model of integrated marketing communications at the marketing–sales interface. Journal of Marketing Research, 43(4), 564-579.
Tajeddini, K., Trueman, M., & Larsen, G. (2006). Examining the effect of market orientation on innovativeness. Journal of Marketing Management, 22(5-6), 529-551.
Tambe, P. (2014). Big data investment, skills, and firm value. Management Science, 60(6), 1452–1469.
Taurion, C. (2012). O caos conceitual e os 5 Vs do big data. Recuperado de http://cio.uol.com.br/opiniao/2012/05/11/o-caos-conceitual-e-os-5-vs-do-big-data.
Urde, M., Baumgarth, C., & Merrilees, B. (2013). Brand orientation and market orientation – from alternatives to synergy. Journal of Business Research, 66(1), 13-20.
Vargas-Hernández, J. G., & Garcia, F. C. (2018). The link between a firm’s internal characteristics and performance: GPTW & VRIO dimension analysis. Revista de Administração IMED, 8(2), 222-235.
Voss, G. B., & Voss, Z. G. (2000). Strategic orientation and firm performance in an artistic environment. Journal of Marketing, 64(1), 67-83.
Wamba, S. F., Gunasekaran, A., Akter, S., Ren, S. J. F., Dubey, R., & Childe, S. J. (2017). Big data analytics and firm performance: effects of dynamic capabilities. Journal of Business Research, 70(1), 356–365.
Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97-121.
Zhou, K. Z., Li, J. J., Zhou, N., & Su, C. (2008). Market orientation, job satisfaction, product quality, and firm performance: evidence from China. Strategic Management Journal, 29(9), 985-1000.
Zinkhan, G. M., & Verbrugge, J. A. (2000). The marketing/finance interface: two divergent and complementary views of the firm. Journal of Business Research, 50(2), 143-148.
DOI: https://doi.org/10.18256/2237-7956.2020.v10i2.4280
Refbacks
- There are currently no refbacks.
Copyright (c) 2021 Eduardo Rech, Gilmar D'Agostini Oliveira Casalinho, Rodrigo Heldt da Silveira
Revista de Administração IMED (RAIMED) ISSN: 2237-7956 Programa de Pós-Graduação em Administração (PPGA/Atitus)
Atitus Educação - Business School – www.imed.edu.br – Rua Senador Pinheiro, 304 – Bairro Vila Rodrigues – 99070-220 – Passo Fundo/RS – Brasil Tel.: +55 51 4004-4818
