ABSORPTIVE CAPACITY IN ANALYTICS IMPLEMENTATIONS: A RESEARCH MODEL

Rodrigo Ferreira,Ana Carvalho,Josir S Gomes

doi:10.1590/1678-6971/eramr200036

Rodrigo Ferreira, Ana Carvalho + Show 1 more

Open Access

https://doi.org/10.1590/1678-6971/eramr200036

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Abstract

ABSTRACT Purpose: Propose a research model that involves the conceptual relationships between the theoretical support of the absorptive capacity and analytics, emphasizing the way in which the tool contributes to the formation of absorptive capacity within the companies. Originality/value: It was possible to delineate a model with the theoretical associations between absorptive capacity and analytics from the voices of experts and decision makers of Portuguese companies, contributing as a tool to guide strategies that help companies for a better understanding of how the absorption of knowledge occurs in analytics implementations to better target efforts at incremental value generation. Design/methodology/approach: A qualitative study was carried out with the adoption of Grounded Theory as a research strategy. In this way, techniques and procedures of the method were followed that allowed the constant collection and analysis of the data, supported with the use of Atlas.ti software. Findings: The main theoretical contribution is the proposition of a conceptual model that considers emerging categories, subcategories, properties, and dimensions, that qualify the conceptual alignment between absorptive capacity and analytics and explain the existence of the construct over implementation. As entrepreneurial contributions, the configuration of knowledge absorption according to two analytic use patterns is emphasized: as oriented towards solving specific problems and as a guideline of institutional planning.

Highlights

A recent Bain & Company3 survey inspired the research
Propose a research model that involves the conceptual relationships between the theoretical support of the absorptive capacity and analytics, emphasizing the way in which the tool contributes to the formation of absorptive capacity within the companies
It was possible to delineate a model with the theoretical associations between absorptive capacity and analytics from the voices of experts and decision makers of Portuguese companies, contributing as a tool to guide strategies that help companies for a better understanding of how the absorption of knowledge occurs in analytics implementations to better target efforts at incremental value generation

Summary

Introduction

A recent Bain & Company survey inspired the research. The study interviewed executives from more than 400 companies worldwide, most of them with revenues over $1 billion. The results revealed that only 4% of companies were proficient at analytics; 56% did not have suitable data capture systems or did not collect useful data, and; 66% lacked the proper technology for data storage and access. These results showed that, the phenomenon is not recent, many companies have not yet understood how analytics can generate business value. The opportunities associated with the tool in different contexts help decision-makers understand their actual meaning (Grossman, 2018). These opportunities are always followed by challenges. Under standing how experts and decision-makers deal with the acquisition, assimilation, transformation, and application of knowledge in the process of analytics implementation becomes a relevant aspect as it allows the priori tization of conceptual elements present in those implementations, neglected in the literature (Gao, Yeoh, Wong, & Scheepers, 2017; Grover Chiang, Liang, & Zhang, 2018; Rodriguez & Cunha, 2018)

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