Business Analytics and Sociomateriality: A Study on the Practice of Revenue Management in an Airline Company

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Title Business Analytics and Sociomateriality: A Study on the Practice of Revenue Management in an Airline Company
Business Analytics e a Sociomaterialidade: um Estudo sobre a Prática de Revenue Management em uma Companhia Aérea
 
Creator Cavalcanti, Claudia Xavier
Silva, Alfredo
 
Subject Business Analytics
Revenue Managements
Sociomateriality
Entanglement of agencies
Business Analytics
Revenue Management
Sociomaterialidade
Imbricação de agências
 
Description The aim of this article is to address the Business Analytics (BA) practice based on the sociomateriality approach within the Revenue Management (RM) context of an airline. The study proposes that BA is an active engagement process which is set between analysts and business managers according to their sociomaterial entanglement with analytical data and tools, which areused to generate new insights. The discussion is substantiated by the theoretical articulation of BA as applied to RM based on the sociomateriality approach, which acknowledges the synergetic interaction between human and material dimensions by keeping their distinction from intentionality. The empirical investigation followed a qualitative design supported by nonparticipatory observation, interview and document research, which were the data collection techniques. The collected data was analyzed through spiral analysis associated with a practices’ description and analyses framework. Results have supported the BA proposition by evidencing the human/material dimension entanglement to produce BA-practice specificities.
 O objetivo deste artigo é compreender a prática de Business Analytics (BA) pela ótica da sociomaterialidade no contexto de Revenue Management (RM) em uma companhia aérea. Ele se baseia na proposição de que BA é um processo ativo de engajamento entre os analistas e gestores de negócios, em uma imbricação sociomaterial com os dados e as ferramentas analíticas usadas para descobrir novos insights. A discussão se sustenta em articulações teóricas sobre BA aplicada no RM, em uma abordagem da sociomaterialidade que reconhece a interação sinérgica entre agências humana e material, mantendo suas distinções em relação à intencionalidade. A investigação empírica se deu em uma perspectiva qualitativa, tendo a observação não participante, a entrevista e a pesquisa documental como técnicas de coletas de dados, que foram analisados por meio da análise em espiral em conjunto com o framework de descrição de práticas e atividades. Os resultados sustentam a proposição sobre BA ao revelarem o imbricamento entre humanos e os artefatos materiais produzindo especificidades na prática de BA.
 
Publisher FUCAPE Business Shool
 
Date 2020-07-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Artigo revisado pelos pares
 
Format application/pdf
application/pdf
 
Identifier http://bbronline.com.br/index.php/bbr/article/view/595
10.15728/bbr.2020.17.4.4
 
Source Brazilian Business Review; Vol. 17 No. 4 (2020): July to August 2020; 419-438
Brazilian Business Review; v. 17 n. 4 (2020): Julho a Agosto 2020; 419-438
1808-2386
1807-734X
 
Language eng
por
 
Relation http://bbronline.com.br/index.php/bbr/article/view/595/893
http://bbronline.com.br/index.php/bbr/article/view/595/894
 
Rights Copyright (c) 2020 Brazilian Business Review
 

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