Purpose The purpose of this paper is to analyze effects of absorptive capacity (ACAP) on organizational performance. The model looks at the mediating influence of marketing capabilities (innovative capability and new product development capability (NPDC)) and innovation performance (IP). Design/methodology/approach This study takes a quantitative approach by using survey data from 333 Brazilian manufacturer managers involved with strategic marketing processes. Structural equation modeling was used to test the theoretical hypotheses. Findings Results indicate that ACAP does not have a direct impact on organizational performance. The relation is fully mediated by marketing capabilities (innovative capability and NPDC) and IP. Research limitations/implications According to the research findings, managers should put efforts in the ACAP as well as marketing capabilities that will result in better organizational performance. This research is limited to the context of manufacturer firms in Brazil. However, it is suggested that an application of this research can be conducted in different industries and different countries. Originality/value This study contributes to theory and management practice. First, no study has explored all these constructs together. Through the relationship between ACAP and performance, the authors found that marketing capabilities and IP can fully mediate the former proposed relation. The authors’ contribution is the understanding of the role of ACAP influence on performance. Managers should be encouraged to invest in companies’ ACAP as well as marketing capabilities to differentiate themselves from competitors and improve performance.

Este trabalho tem o objetivo de investigar as expectativas e motivações em relação aos serviços de alimentação nos estádios reformulados por ocasião da Copa do Mundo Fifa 2014. A realização do evento no Brasil desencadeou uma série de mudanças, inclusive nos estádiosque não sediaram partidas do campeonato, como no Estádio Major Antônio Couto Pereira, em Curitiba-PR,aqui utilizado para estudo de caso. Por meio de entrevistas em profundidade, foi possível apontar as principais motivações para o consumo de alimentos no estádio, que são “fome” e “descontração”. Já em relação às expectativas dos torcedores consultados, embora a maioria deles tenha se declarado satisfeita, foram apresentadas algumas demandas, como a necessidade novos quiosques e outros produtos. Além disso, essa pesquisa destacou-se por prestar sua contribuição como uma das primeiras iniciativas acadêmicas do país a abordar, como foco principal, os serviços de alimentação nos estádios e sua importância para a geração de divisas aos clubes.

Purpose: This study aims to verify the moderating role of managers’ characteristics, age, and tenure (time in the sector, position, company), in the relation between the realized absorptive capacity (RACAP) and the architectural marketing capabilities (CAM). Originality/value: The present study considers the human element as a factor that affects the relations between the capacities of the company. It contributes theoretically to help understand what can impact the formulation and implementation of marketing strategies and theoretically strengthen the role of the human element. As a practical contribution, it has been shown that it is not enough to seek external knowledge, it is necessary that it is transformed and then used effectively in the design and implementation of marketing strategies. Design/method/approach: Quantitative research, with transverse temporal data collection. This study empirically tested the hypotheses based on a sample of 343 marketing managers from Brazilian manufacturing industries. Data were collected through a survey. Data were processed by means of modeling of structural equations in AMOS software. Findings: The characteristics of managers (age and tenure) moderate the relationship between a part of RACAP (knowledge transformation) and CAM (architectural marketing capability). More experienced managers should be valued because it has been proven that in this sector, they make a difference when it comes to transforming knowledge and using it in their strategies.