Dynamic capabilities, Marketing Capability and Organizational Performance

ABSTRACT The goal of the study is to investigate the influence of dynamic capabilities on organizational performance and the role of marketing capabilities as a mediator in this relationship in the context of private HEIs in Brazil. As a research method we carried out a survey with 316 IES and data analysis was operationalized with the technique of structural equation modeling. The results indicate that the dynamic capabilities have influence on organizational performance only when mediated by marketing ability. The marketing capability has an important role in the survival, growth and renewal on educational services offerings for HEIs in private sector, and consequently in organizational performance. It is also demonstrated that mediated relationship is more intense for HEI with up to 3,000 students and other organizational profile variables such as amount of courses, the constitution, the type of institution and type of education do not significantly alter the results.

摘要 本研究旨在探究动态能力（dynamic capabilities）对组织绩效的影响，以及营销能力在巴西私立高等教育机构（private HEIs）情境下的中介作用。本研究针对316家高等教育机构（IES）开展问卷调查，采集相关数据，并运用结构方程建模（structural equation modeling）技术完成数据分析。研究结果表明，动态能力仅在营销能力发挥中介效应时，才会对组织绩效产生显著影响。营销能力对私立高等教育机构的教育服务供给的生存、成长与革新具有关键作用，进而正向影响组织绩效。此外，研究还证实，当高等教育机构在校生规模不超过3000人时，上述中介关系更为显著；而课程数量、成立年限、机构类型与教育类型等其他组织特征变量，均不会对研究结果产生显著影响。