GERENCIAMENTO DE RECEITA (RM) E BUSINESS ANALYTICS (BA) COMO UM RECURSO ESTRATÉGICO ORGANIZACIONAL

Abstract

The purpose of this article is to understand how Business Analytics is identified as a strategic resource in the context of Revenue Management in an airline. In this context, to answer the central question of this research, it was decided to conduct a qualitative research. The data collection process was carried out through direct observation (non-participant), interviews and document analysis. For data analysis, a content analysis was carried out using the spiral analysis method of Creswell (2013). It was possible to advance the approach of the Resource Based View by making a theoretical articulation between the field of Business Analytics (BA) and Revenue Management (RM). Within the analysis categories found each resource of human, organizational and physical capital was described in the routine of the Revenue Management area. When describing this routine, it was possible to identify, within the VRIO model (BARNEY, 1995), how each attribute  was evidenced when trying to guarantee the efficiency and effectiveness of the resources that are used by the organization.