Dynamic capabilities, operational capabilities (educational-marketing) and performance

Adriana Roseli Wünsch Takahashi, Sergio Bulgacov, Mônica Maier Giacomini

Abstract


Purpose – To verify the relationship between dynamic capabilities
(DCs) and their impact on performance mediated by operational
capabilities, considering educational technological capabilities and
marketing capabilities in private higher education institutions (HEIs)
in Brazil.


Design/methodology/approach – A survey was carried out in 1.932
higher education institutions, resulting in 316 valid insertions. Research
involved dynamic capabilities, operational capabilities, performance
and environmental dynamism constructs.


Findings – The research revealed the emergence and explanation
of a competitor model containing relationships that had not been
considered by previous models, i.e., the direct influence of technological
educational capabilities on marketing capabilities.


Originality/value – The results revealed greater managerial complexity
when referring to the relationship between DCs and performance,
and contribute to research concerning HEIs in Brazil and to academic
management itself.


Keywords


Dynamic capabilities; operational capabilities; marketing capability; technological capability; performance.



DOI: http://dx.doi.org/10.7819/rbgn.v0i0.2831

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