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Scientific production on the topic of information technology (IT) capabilities grows each year, leading researchers working in the field into difficulties to keep abreast of the new research flows, as well as to know the intellectual and conceptual structures that sustain the area. Thus, this study aims to present the result of the application of a quantitative approach on the international scientific production on the subject.

Several complementary bibliometric techniques were combined, such as keywords co-occurrence, bibliographic coupling and cocitation analysis. Considering that the bibliometric research support software currently available to the academic community has strengths and weaknesses, the present study uses three recent tools of analysis (VOSviewer, SciMAT and Bibliometrix), to explore the best that each can offer.

The authors analyzed 219 scientific papers available on the Web of Science. The authors identify the origins of the current literature on IT capabilities, as well as its foundations and main intellectual and conceptual structures, including a longitudinal view of the development of the theme. The paper also presents the main research fronts in the field, as well as several opportunities that can contribute to the advancement of research involving IT capabilities.

The fundamental themes for structuring the whole of the scientific production on IT capabilities, which had a higher level of development and connection with external research flows, are organizational performance, strategic management, resource and value-based view. Thus, future researchers will find underlying literature on IT capabilities in the context of business a rich and varied literature involving these major themes.

Various studies dealing with brand orientation were analysed to discuss how the issues identified in this area have been relating over time. This paper aims to identify the key studies, the keywords used and the origin of the studies.

A systematic literature review (SLR) was performed within the Scopus database to select and summarize the studies that deal with brand orientation. Finally, 90 articles were subjected to bibliometric analysis.

Five major research areas were identified (brand orientation concept, hybrid strategies, internal branding management, brand performance and perceived brand orientation) and discussed.

As the main theoretical contribution, the results showed a focus on research in five areas: the development of the brand orientation concept and proposed extensions; hybrid strategies; the relations between brand orientation, internal branding and brand management; the relation between brand orientation and financial performance; and the perceived brand orientation, mostly applied to higher education sector.

The study offers a general overview of brand orientation, identifying relations on topics of interest, main keywords and sub-themes in this field. The results contribute to fulfilling the research gap about the relationship between all these aspects. Finally, an agenda for future research is proposed.

Se analizaron diversos estudios sobre la orientación de la marca con el fin de discutir cómo se han ido relacionando a lo largo del tiempo los problemas identificados en esta área. Esta investigación identifica los estudios clave, las palabras clave utilizadas y el origen de los estudios.

Se realizó una revisión sistemática de la literatura (SLR) con la base de datos de Scopus para seleccionar y resumir los estudios que tratan de la orientación de la marca. Finalmente, 90 artículos fueron sometidos al análisis bibliométrico.

Se identificaron cinco grandes áreas de investigación (concepto de orientación de marca, Estrategias híbridas, Gestión interna de marca, Rendimiento de marca, Orientación de marca percibida) y se discutieron.

Los resultados mostraron un enfoque en la investigación en cinco áreas: el desarrollo del concepto de orientación de marca y las extensiones propuestas; las estrategias híbridas; las relaciones entre la orientación de marca, el branding interno y la gestión de marca; la relación entre la orientación de marca y el rendimiento financiero; y la orientación de marca percibida, aplicada principalmente al sector de la educación superior.

El estudio ofrece una visión general de la orientación de la marca, identificando las relaciones sobre temas de interés, las principales palabras clave y los subtemas en este campo. Los resultados contribuyen a llenar el vacío de investigación sobre la relación entre todos estos aspectos. Finalmente, se propone una agenda futura de investigación.

Orientación de marca, Marca, Análisis bibliométrico, Revisión sistemática de la literatura

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