Marketing Knowledge Management Functions on Empowering Competitive Advantages

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Salili Seyedeh Servenaz; Hamidizadeh hamidReza; Gharecheh Manijeh; HAJI KARIMI ABBAS ALI

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Paper Information

Journal: JOURNAL OF BUSINESS ADMINISTRATION RESEARCH Year:2019 | Volume:11 | Issue:21 Page(s): 403-425

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Information Journal Paper

Title

Marketing Knowledge Management Functions on Empowering Competitive Advantages

Author(s)

Salili Seyedeh Servenaz | Hamidizadeh hamidReza | Gharecheh Manijeh | HAJI KARIMI ABBAS ALI | Issue Writer Certificate

Keywords

Marketing Knowledge ManagementQ2

Innovation CapabilityQ1

Organizational PerformanceQ2

Competitive AdvantageQ2

Structural Equation ModelingQ1

Abstract

The capital of an organization is not just financial and physical capitals, rather personnel's knowledge capital is more important than that. In present time, knowledge as an important Competitive Advantage can play a key role in the success and decline of businesses. In competitive markets, many organizations deal with this issue. Therefore, the present study investigates the impact of Marketing Knowledge Management on Competitive Advantage by considering the mediating role of variables of Innovation Capability and Organizational Performance. The statistical population of this research is the FMCG industry broadcasting companies in Iran. The 96 companies were selected by simple random sampling. Data were collected through standard questionnaire with 34 questions. The reliability of the questionnaire was calculated by Cronbach's alpha coefficient and its validity was measured by divergent and convergent method. Structural Equation Modeling (SEM) was performed using PLS3 software to test the research hypotheses. The results showed that Marketing Knowledge Management had a positive and significant effect on Innovation Capability, Organizational Performance and Competitive Advantage. Innovation Capability also has a significant and positive impact on Competitive Advantage and Organizational Performance. Finally, Organizational Performance has a positive and significant effect on Competitive Advantage. Finally, practical suggestions were provided.

Cites

ارتباط بین مدیریت منابع انسانی الکترونیک، انعطاف پذیری منابع انسانی و خلق مزیت رقابتی در خدمات بیمارستانی

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APA: Copy

Salili, Seyedeh Servenaz, Hamidizadeh, hamidReza, Gharecheh, Manijeh, & HAJI KARIMI, ABBAS ALI. (2019). Marketing Knowledge Management Functions on Empowering Competitive Advantages. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, 11(21 ), 403-425. SID. https://sid.ir/paper/381921/en

Vancouver: Copy

Salili Seyedeh Servenaz, Hamidizadeh hamidReza, Gharecheh Manijeh, HAJI KARIMI ABBAS ALI. Marketing Knowledge Management Functions on Empowering Competitive Advantages. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH[Internet]. 2019;11(21 ):403-425. Available from: https://sid.ir/paper/381921/en

IEEE: Copy

Seyedeh Servenaz Salili, hamidReza Hamidizadeh, Manijeh Gharecheh, and ABBAS ALI HAJI KARIMI, “Marketing Knowledge Management Functions on Empowering Competitive Advantages,” JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, vol. 11, no. 21 , pp. 403–425, 2019, [Online]. Available: https://sid.ir/paper/381921/en

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