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

• orientação para o mercado
• desempenho organizacional
• big data