Sensoriamento e capacidade de resposta: capacidades digitais para enfrentar os desafios da economia digital

Autores

DOI:

https://doi.org/10.5585/remark.v22i4.23912

Palavras-chave:

Capacidades Digitais, Sensoriamento, Responsividade, Economia Digital, Transformação Digital, Criação de Valor

Resumo

Objetivo do estudo: Examinar a relação entre as capacidades digitais e os desafios da economia digital.

Metodologia/abordagem: Foi realizada uma revisão sistemática da literatura em três bases de dados. A busca inicial rendeu 107 artigos e, após a exclusão dos repetidos, ficaram 101 artigos. Para a análise utilizou-se o software NVivo® chegando nos 33 artigos finais.

Principais resultados: A pesquisa complementa o conceito de capacidades digitais com base na literatura digital. Além disso, esta pesquisa avança na identificação das principais capacidades digitais necessárias para se relacionar com os desafios da economia digital. Em termos práticos, esta pesquisa será valiosa para os executivos, pois demonstra o papel das capacidades digitais no contexto da economia digital, apresentando um quadro com a relação entre os desafios da Economia Digital, das Capacidades Digitais e criação de valor.

Contribuições teórico-metodológicas: As contribuições deste artigo incluem uma compreensão mais profunda desse fenômeno digital recente, apresentando os desafios da economia digital e avançando a noção de capacidades digitais em torno dos Sistemas de Informação e do Marketing.

Relevância/originalidade: A economia digital remodela continuamente a forma como os consumidores e as empresas comunicam e colaboram através das tecnologias digitais, criando mudanças e impactos significativos na transformação digital. A economia digital oferece muitas oportunidades de melhoria e diversificação dos negócios. Assim, para que uma empresa seja ágil e se adapte rapidamente à evolução tecnológica, defendemos que é necessário desenvolver novas capacidades, conhecidas como capacidades digitais, particularmente sensoriamento e responsividade. Esses recursos permitem que as empresas desenvolvam, mobilizem e usem recursos organizacionais de forma eficaz e melhorem seus processos de negócios e a criação de valor durante a transformação digital. Foi proposta uma agenda de pesquisas futuras.

Downloads

Não há dados estatísticos.

Biografia do Autor

José Carlos da Silva Freitas Junior, Universidade do Vale do Rio dos Sinos – UNISINOS

Doutor

Antonio Carlos Gastaud Maçada, Universidade Federal do Rio Grande do Sul – UFRGS

Doutor

 

Darci de Borba Santos Júnior, Pontifícia Universidade Católica do RGS

Mestre

Rafael Brinkhues, Instituto Federal do Rio Grande do Sul – IFRS

Doutor

 

Referências

Aaker, D. (2022). Four ways digital works to build brands and relationships. Journal of Brand Strategy, 4(1), 37–48.

Aakhus, M., Ågerfalk, P. J., Lyytinen, K., & Te’Eni, D. (2014). Symbolic action research in information systems: Introduction to the special issue. MIS Quarterly: Management Information Systems, 38(4), 1187–1200. https://doi.org/10.25300/MISQ/2014/38:4.3

Alam, S. L., & Campbell, J. (2016). Understanding the temporality of organizational motivation for crowdsourcing. Scandinavian Journal of Information Systems, 28(1), 91–120.

Barrett, M., Davidson, E., Prabhu, J., & Vargo, S. L. (2015). Service innovation in the digital age: Key contributions and future directions. MIS Quarterly: Management Information Systems, 39(1), 135–154. https://doi.org/10.25300/MISQ/2015/39:1.03

Bayighomog Likoum, S. W., Shamout, M. D., Harazneh, I., & Abubakar, A. M. (2020). Market-Sensing Capability, Innovativeness, Brand Management Systems, Market Dynamism, Competitive Intensity, and Performance: an Integrative Review. Journal of the Knowledge Economy, 11(2), 593–613. https://doi.org/10.1007/S13132-018-0561-X

Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. (2013). Digital business strategy: Toward a next generation of insights. MIS Quarterly: Management Information Systems, 37(2), 471–482. https://doi.org/10.25300/MISQ/2013/37:2.3

Blomster, M., & Koivumäki, T. (2022). Exploring the resources, competencies, and capabilities needed for successful machine learning projects in digital marketing. Information Systems and e-Business Management, 20(1), 123–169. https://doi.org/10.1007/S10257-021-00547-Y

Chellappa, R. K., Sambamurthy, V., & Saraf, N. (2010). Competing in crowded markets: Multimarket contact and the nature of competition in the enterprise systems software industry. Information Systems Research, 21(3), 614–630. https://doi.org/10.1287/isre.1100.0300

Chen, C. L., Lin, Y. C., Chen, W. H., Chao, C. F., & Pandia, H. (2021). Role of government to enhance digital transformation in small service business. Sustainability (Switzerland), 13(3), 1–26. https://doi.org/10.3390/su13031028

Chen, C. Y., Chou, Y. L., & Lee, C. S. (2021). Social innovation, employee value cocreation, and organizational citizenship behavior in a sport-related social enterprise: Mediating effect of corporate social responsibility. Sustainability (Switzerland), 13(22), 12582. https://doi.org/10.3390/su132212582

Da Silva Freitas, J. C., Gastaud Maçada, A. C., & Brinkhues, R. A. (2017). Digital capabilities as key to digital business performance. AMCIS 2017 - America’s Conference on Information Systems: A Tradition of Innovation, 2017-Augus.

Dąbrowska, J., Almpanopoulou, A., Brem, A., Chesbrough, H., Cucino, V., Di Minin, A., Giones, F., Hakala, H., Marullo, C., Mention, A. L., Mortara, L., Nørskov, S., Nylund, P. A., Oddo, C. M., Radziwon, A., & Ritala, P. (2022). Digital transformation, for better or worse: a critical multi-level research agenda. R and D Management, 52(5), 930–954. https://doi.org/10.1111/radm.12531

de Borba, D. (2022). Research Directions for Value Co-Destruction in Banking Digital Transformation. In E. Oztemel (Org.), Expert Systems With Recent Applications (1o ed, p. 1–18). IntechOpen. https://doi.org/10.5772/intechopen.107534

De Borba, D., & Chaves, M. S. (2021). an Integrative Analysis of Knowledge Management Implementation Frameworks : a Proposed Research Agenda. Revista Alcance, 28(2), 258–277. https://doi.org/10.14210/alcance.v28n2(mai/ago).p258-277

de Borba, D., Palacios, R. A., Luciano, E. M., & Chaves, M. S. (2020). The contribution of knowledge management to smart cities for innovation: proposal for a prescriptive framework and a research agenda. International Journal of Innovation, 8(3), 516–540.

Drnevich, P. L., & Croson, D. C. (2013). Information technology and business-level strategy: Toward an integrated theoretical perspective. MIS Quarterly: Management Information Systems, 37(2), 483–509. https://doi.org/10.25300/MISQ/2013/37.2.08

Echeverri, P., & Skålén, P. (2021). Value co-destruction: Review and conceptualization of interactive value formation. Marketing Theory, 21(2), 227–249. https://doi.org/10.1177/1470593120983390

Fernandes, C., Ferreira, J. J., Raposo, M. L., Estevão, C., Peris-Ortiz, M., & Rueda-Armengot, C. (2017). The dynamic capabilities perspective of strategic management: a co-citation analysis. Scientometrics, 112(1), 529–555. https://doi.org/10.1007/s11192-017-2397-8

Foltean, F. S., & van Bruggen, G. H. (2022). Digital Technologies, Marketing Agility, and Marketing Management Support Systems: How to Remain Competitive in Changing Markets. Organizational Innovation in the Digital Age, 1–38. https://doi.org/10.1007/978-3-030-98183-9_1

Freitas Junior, J. C. D. S., Maçada, A. C. G., Oliveira, M., & Brinkhues, R. A. (2017). Big Data E Gestão Do Conhecimento: Definições E Direcionamentos De Pesquisa. Revista Alcance, 23(4(Out-Dez)), 529. https://doi.org/10.14210/alcance.v23n4(out-dez).p529-546

Freitas Junior, J. C. da S., & Maçada, A. C. G. (2020). Examining Digital Capabilities and Their Role in the Digital Business Performance. Revista Economia & Gestão, 20(56), 148–171. https://doi.org/10.5752/p.1984-6606.2020v20n56p148-171

Gaffley, G., & Pelser, T. G. (2021). Developing a digital transformation model to enhance the strategy development process for leadership in the South African manufacturing sector. South African Journal of Business Management, 52(1), 12. https://doi.org/10.4102/sajbm.v52i1.2357

González-Varona, J. M., López-Paredes, A., Poza, D., & Acebes, F. (2021). Building and development of an organizational competence for digital transformation in SMEs. Journal of Industrial Engineering and Management, 14(1), 15–24. https://doi.org/10.3926/jiem.3279

Hein, A., Schreieck, M., Riasanow, T., Setzke, D. S., Wiesche, M., Böhm, M., & Krcmar, H. (2020). Digital platform ecosystems. Electronic Markets, 30(1), 87–98. https://doi.org/10.1007/s12525-019-00377-4

Heredia, J., Castillo-Vergara, M., Geldes, C., Carbajal Gamarra, F. M., Flores, A., & Heredia, W. (2022). How do digital capabilities affect firm performance? The mediating role of technological capabilities in the “new normal”. Journal of Innovation & Knowledge, 7(2). https://doi.org/10.1016/J.JIK.2022.100171

Hylving, L., Henfridsson, O., & Selander, L. (2012). The Role of Dominant Design in a Product-Developing Firm’s Digital Innovation. Journal of Information Technology Theory and Application, 13(2), 5–21. http://aisel.aisnet.org/jitta/vol13/iss2/2

Kahli, R., & Grover, V. (2008). Business value of IT: An essay on expanding research directions to keep up with the times. Journal of the Association for Information Systems, 9(1), 23–39. https://doi.org/10.17705/1jais.00147

Kinyanjui, S. N. (2013). Challenges Facing the Development of Islamic Banking. Lessons from the Kenyan Experience. European Journal of Business and Management, 5(22), 2222–2839. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.903.3941&rep=rep1&type=pdf

Kothari, A., & Lackner, J. (2006). A value based approach to management. Journal of Business and Industrial Marketing, 21(4), 243–249. https://doi.org/10.1108/08858620610672614

Lavie, D. (2006). Capability reconfiguration: An analysis of incumbent responses to technological change. Academy of Management Review, 31(1), 153–174. https://doi.org/10.5465/AMR.2006.19379629

Li, R., Rao, J., & Wan, L. (2022). The digital economy, enterprise digital transformation, and enterprise innovation. Managerial and Decision Economics, 43(7), 2875–2886. https://doi.org/10.1002/MDE.3569

Lopes, K. M. G., Macadar, M. A., & Luciano, E. M. (2019). Key drivers for public value creation enhancing the adoption of electronic public services by citizens. International Journal of Public Sector Management, 32(5), 553–568. https://doi.org/10.1108/IJPSM-03-2018-0081

Lyytinen, K., Yoo, Y., & Boland, R. J. (2016). Digital product innovation within four classes of innovation networks. Information Systems Journal, 26(1), 47–75. https://doi.org/10.1111/isj.12093

Malar, D. A., Arvidsson, V., & Holmstrom, J. (2019). Digital Transformation in Banking: Exploring Value Co-Creation in Online Banking Services in India. Journal of Global Information Technology Management, 22(1), 7–24. https://doi.org/10.1080/1097198X.2019.1567216

Malchenko, Y., Gogua, M., Golovacheva, K., Smirnova, M., & Alkanova, O. (2020). A critical review of digital capability frameworks: a consumer perspective. Digital Policy, Regulation and Governance , 22(4), 269–288. https://doi.org/10.1108/DPRG-02-2020-0028

Matt, C., Hess, T., & Benlian, A. (2015). Digital Transformation Strategies. Business and Information Systems Engineering, 57(5), 339–343. https://doi.org/10.1007/s12599-015-0401-5

Melville, N., Kraemer, K., & Gurbaxani, V. (2004). Review: Information technology and organizational performance: An integrative model of it business value. MIS Quarterly: Management Information Systems, 28(2), 283–322. https://doi.org/10.2307/25148636

Mishra, A. N., Konana, P., & Barua, A. (2007). Antecedents and consequences of Internet use in procurement: An empirical investigation of U.S. manufacturing firms. Information Systems Research, 18(1), 103–120. https://doi.org/10.1287/ISRE.1070.0115

Müller, S. D., Holm, S. R., & Søndergaard, J. (2015). Benefits of cloud computing: Literature review in a maturity model perspective. Communications of the Association for Information Systems, 37(1), 851–878. https://doi.org/10.17705/1cais.03742

Nambisan, S., & Baron, R. A. (2013). Entrepreneurship in innovation ecosystems: Entrepreneurs’ self-regulatory processes and their implications for new venture success. Entrepreneurship: Theory and Practice, 37(5), 1071–1097. https://doi.org/10.1111/j.1540-6520.2012.00519.x

Nambisan, S., Lyytinen, K., Majchrzak, A., & Song, M. (2017). Digital innovation management: Reinventing innovation management research in a digital world. MIS Quarterly: Management Information Systems, 41(1), 223–238. https://doi.org/10.25300/MISQ/2017/411.03

Parker, G., Van Alstyne, M., & Jiang, X. (2017). Platform ecosystems: How developers invert the firm. MIS Quarterly: Management Information Systems, 41(1), 255–266. https://doi.org/10.25300/MISQ/2017/41.1.13

Porter, M. E. (1985). Technology and competitive advantage (chapter 5 in competitive advantage book). Journal of Business Strategy, 5(3), 60–78. https://doi.org/10.1108/EB039075/FULL/PDF

Rogers, D. (2017). Transformação digital: repensando o seu negócio para a era digital.

https://books.google.com.br/books?hl=en&lr=&id=emkvDwAAQBAJ&oi=fnd&pg=PT34&dq=Transformação+digital:+Repensando+o+seu+negócio+para+a+era+digital.&ots=ZTwlDRoCG-&sig=A7xGedRlmk-OWV4DOGWcAUZ6BAI

Sambamurthy, V., Bharadwaj, A., & Grover, V. (2003). Shaping agility through digital options: Reconceptualizing the role of information technology in contemporary firms. MIS Quarterly: Management Information Systems, 27(2), 237–264. https://doi.org/10.2307/30036530

Schuchmann, D., & Seufert, S. (2015). Corporate Learning in Times of Digital Transformation: A Conceptual Framework and Service Portfolio for the Learning Function in Banking Organisations. International Journal of Advanced Corporate Learning (iJAC), 8(1), 31. https://doi.org/10.3991/ijac.v8i1.4440

Smith, A. M. (2013). The value co-destruction process: A customer resource perspective. European Journal of Marketing, 47(11–12), 1889–1909. https://doi.org/10.1108/EJM-08-2011-0420

Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2019). Online relationship marketing. Journal of the Academy of Marketing Science, 47(3), 369–393. https://doi.org/10.1007/s11747-018-0621-6

Tams, S., Grover, V., & Thatcher, J. (2014). Modern information technology in an old workforce: Toward a strategic research agenda. Journal of Strategic Information Systems, 23(4), 284–304. https://doi.org/10.1016/j.jsis.2014.10.001

Tan, F. T. C., Tan, B., & Pan, S. L. (2016). Developing a leading digital multi-sided platform: Examining IT affordances and competitive actions in alibaba.com. Communications of the Association for Information Systems, 38(1), 738–760. https://doi.org/10.17705/1CAIS.03836

Thomas, A., Passaro, R., & Quinto, I. (2020). Developing Entrepreneurship in Digital Economy: The Ecosystem Strategy for Startups Growth. In Strategy and Behaviors in the Digital Economy. IntechOpen. https://doi.org/10.5772/intechopen.85423

Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122(September 2019), 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022

Westerman, G., Bonnet, D., & McAfee, A. (2012). The Digital Capabilities Your Company Needs. MIT Sloan Management Review, 1–5. http://sloanreview.mit.edu/article/the-digital-capabilities-your-company-needs/

Wolfswinkel, J. F., Furtmueller, E., & Wilderom, C. P. M. (2013). Using grounded theory as a method for rigorously reviewing literature. European Journal of Information Systems, 22(1), 45–55. https://doi.org/10.1057/ejis.2011.51

Wu, F. S., & Tsai, C. C. (2022). A Framework of the Value Co-Creation Cycle in Platform Businesses: An Exploratory Case Study. Sustainability (Switzerland), 14(9), 5612. https://doi.org/10.3390/su14095612

Yoo, Y. (2010). Computing in everyday life: A call for research on experiential computing. MIS Quarterly: Management Information Systems, 34(SPEC. ISSUE 2), 213–231. https://doi.org/10.2307/20721425

Yoo, Y., Boland, R. J., Lyytinen, K., & Majchrzak, A. (2012). Organizing for innovation in the digitized world. Organization Science, 23(5), 1398–1408. https://doi.org/10.1287/orsc.1120.0771

Yoo, Y., Henfridsson, O., & Lyytinen, K. (2010). The new organizing logic of digital innovation: An agenda for information systems research. Information Systems Research, 21(4), 724–735. https://doi.org/10.1287/isre.1100.0322

Zhen, Z., Yousaf, Z., Radulescu, M., & Yasir, M. (2021). Nexus of Digital Organizational Culture, Capabilities, Organizational Readiness, and Innovation: Investigation of SMEs Operating in the Digital Economy. Sustainability, 13(2), 720. https://doi.org/10.3390/su13020720

Zimmermann, H.-D. (2015). Understanding the Digital Economy: Challenges for New Business Models. SSRN Electronic Journal, 402. https://doi.org/10.2139/ssrn.2566095

Downloads

Publicado

18.12.2023

Como Citar

Freitas Junior, J. C. da S., Maçada, A. C. G., Santos Júnior, D. de B., & Brinkhues, R. (2023). Sensoriamento e capacidade de resposta: capacidades digitais para enfrentar os desafios da economia digital. ReMark - Revista Brasileira De Marketing, 22(4), 1421–1473. https://doi.org/10.5585/remark.v22i4.23912

Edição

Seção

Special Issue: Applications of neurosciences to the marketing field