Title: How can the fit between adaptive analytics and organic culture impact organisational performance?

Authors: Alamir Costa Louro; Marcelo Moll Brandão; Jurij Jaklic; Arthur França Sarcinelli

Addresses: PPGADM – Brazil, Federal University of Espírito Santo, Rua Bias Fortes, 68, Faria Lemos, MG, 36840-000, Brazil ' PPGADM – Brazil, Federal University of Espírito Santo, Av. Fernando Ferrari, 514, Goiabeiras, Vitória, ES, 29075-910, Brazil ' Faculty of Economics, University of Ljubljana, Kardeljeva Ploščad 17, 1000 Ljubljana, Slovenia ' Fundação Getulio Vargas (FGV EAESP), Av. 9 de Julho, 2029, Bela Vista, São Paulo, SP –01313-902, Brazil

Abstract: In marketing and information system disciplines, there is considerable interest in understanding the relationship between analytics and organisational performance. To comprehend this relationship, it is first necessary to uncover the role of culture and adaptive marketing. It is also necessary to test a model with intervenient mediation mechanism to narrow the marketing capabilities gap. The study employed a cross-sectional survey design with stratified random sampling to collect data from diverse organisations. Data analysis was conducted using PLS-SEM for hypothesis testing, OLS regression within the SPSS PROCESS macro to investigate mediation effects, and R for post hoc tests. The model has shown an indirect-only effect of adaptive analytics and organisational culture fit using static marketing capabilities and absorptive capacity as mediators. The results suggest precaution for managers because this fit construct also needs pre-existing static marketing capabilities and absorptive capacity to impact performance. It also provides managers with a useful tool to assess their organisations regarding analytics and culture.

Keywords: adaptive analytics; organisational culture; marketing capabilities; PLS-SEM.

DOI: 10.1504/IJMDM.2025.144709

International Journal of Management and Decision Making, 2025 Vol.24 No.2, pp.132 - 151

Received: 15 Jun 2023
Accepted: 10 Jan 2024
Published online: 28 Feb 2025 *

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