O desenvolvimento de capacidades adaptativas de marketing para atuação no contexto de transformação digital: o caso de um banco de varejo brasileiro

Abstract

In a digital transformation scenario, more and more the enterprises will have to adapt faster in the path of meeting the new demands of the market that emerge both from the new customer profile and new competitors entering the market. Developing the marketing adaptive capabilities and having excellency in marketing have been generating financial outcomes for the companies, as well as market value increase. The present single-case study, performed in a traditional Brazilian retail bank, pursued the understanding of the process of development of the marketing adaptive capabilities to respond to the changes in the competitive scenario in a digital transformation context, since the financial industry has been rapidly changing. This research is associated with the Marketing and Global Markets line of action of the Management and Business Professional Program (PPGN). First, was analyzed the way this retail bank identifies new demands of the market and which processes need adaptation. After, were identified the mechanisms of development of the three marketing adaptive capabilities (Vigilant Market Learning, Adaptive Market Experimentation and Open Marketing), as well as the barriers and opportunities there are in the development of the capabilities within the bank in question. Through semi-structured interviews with board level executives of the company and an external interviewee, was observed, in this digital transformation context, the necessity of new capabilities and competences, which do not involve technology solely. It's necessary to have an enhanced capability of detection of signs in the market and of constant and fast learning; prompt and data driven decision making and execution processes; an experimenting process that stimulates new experiences that could generate new products/services; human capital qualified for the digital era, with soft skills and technical competence; an enterprise more and more open to establish relations with third parties to add innovation and value, in addition to a vigilant leadership to adapt the business model as soon as it becomes necessary, always focused on the customer and in an integrated way.