ABSORPTIVE CAPACITY IN ANALYTICS IMPLEMENTATIONS: A RESEARCH MODEL

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.