RESUMO O presente trabalho propõe um modelo teórico para testar o relacionamento entre as Customer Analytics Capabilities e a orientação para o mercado com o desempenho organizacional, abarcando as capacidades de Marketing como um mecanismo mediador moderado pelo dinamismo ambiental. A contribuição principal do artigo está no teste dessa mediação em diferentes tipos de indústrias no Brasil, utilizando o software SmartPLS para modelagem de equações estruturais e o IBM SPSS com a macro PROCESS para aprofundamento do conhecimento acerca do fenômeno estudado. Os resultados confirmam a mediação moderada, porém mostram comportamentos diferentes sobre o efeito direto das Customer Analytics Capabilities e da Orientação ao Mercado, o que sugere estudos futuros. Este trabalho dá suporte a um melhor entendimento de alguns dos diversos tipos de capacidades dinâmicas e propõe uma nova e adaptável Customer Analytics Capabilities, que é a inserção final do conceito de Analytics nas disciplinas de Marketing e Estratégia.

ABSTRACT A theoretical model is proposed to test the relationship between Customer Analytics Capabilities and Market Orientation with Organizational Performance, encompassing Marketing Capabilities as a mediator mechanism moderated by Environmental Dynamism. Its contribution lies in the test of this mediation in different types of industries in Brazil, by using SmartPLS software for structural equation modeling (SEM) and IBM SPSS with PROCESS macro for more in-depth insights. The results confirm the moderated mediation but show different behaviors about the direct effect for Customer Analytics Capabilities and Market Orientation, which suggest future studies. The study supports a better understanding of some of the diverse capabilities types and proposes an adaptive new one, Customer Analytics Capabilities, which is the final insertion of the Analytics concept in Marketing and Strategy disciplines.

Abstract Public sector managers and researchers have emphasized the importance of performance measurement. Nevertheless, few theoretical and empirical studies are found in Brazilian Judiciary Courts’ literature. In order to empirically identify which variables (IT investments, own or outsourced human capital) are more relevant for improving productivity, the current research proposes a model using secondary data extracted from the Justiça em Números (Justice in Numbers) report, using structural equation modeling for the analysis. The results suggest that: (a) all variables are relevant for improving productivity in Brazilian Courts, confirming our first three theoretical hypotheses; and (b) own human capital has a greater impact on productivity than outsourced, confirming the fourth. For those who are responsible for reforms, this finding indicates that IT is not the most important investment. However a question remains: Seen as a cure for almost all problems in the public sector, is it possible to improve performance without hard IT investments? For future research there are some additional questions: Why is own human capital more relevant than outsourced? Which variables should be included in the model for improving the general significance? The answers can help improve Brazilian court productivity.