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

Alamir Costa Louro, Marcelo Moll Brandão, Jurij Jaklic and Arthur França Sarcinelli

International Journal of Management and Decision Making, 2025, vol. 24, issue 2, 132-151

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. (search for similar items in EconPapers)
Date: 2025
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