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The Effect of Marketing Knowledge Management and Organizational Performance: Case Study

Author

Listed:
  • Fakhraddin Maroofi

    (University of Kurdistan)

  • Babak Jamshidinavid

    (Islamic Azad University)

  • Mahbobeh Halashi

    (Islamic Azad University)

Abstract

In this research we investigate the relationship between marketing knowledge management (MKM) and performance in Iranian telecommunications organizations (ITOs). A quantitative methodology is adopted in which a model is developed. An extremely structured questionnaire is developed and distributed to a sample of 339 managers in ITOs. Structural equation modeling is utilized to test the stated hypotheses and model. Result shows that MKM resource and potentials have a positive effect on the entire performance of ITOs, with all its potentials. Create-in marketing resource, internal marketing potentials and external marketing potentials show the strongest influence on market performance and customer performance and financial performance respectively. While with showing the least influence on financial and market performances, expend-in marketing resource has a positive relationship with all potentials of ITOs’ performance.

Suggested Citation

  • Fakhraddin Maroofi & Babak Jamshidinavid & Mahbobeh Halashi, 2012. "The Effect of Marketing Knowledge Management and Organizational Performance: Case Study," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 2(4), pages 30-52, October.
    • Handle: RePEc:hur:ijaraf:v:2:y:2012:i:4:p:30-52
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    References listed on IDEAS

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    1. John Fahy & Graham Hooley & Tony Cox & Jozsef Beracs & Krzysztof Fonfara & Boris Snoj, 2000. "The Development and Impact of Marketing Capabilities in Central Europe," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 31(1), pages 63-81, March.
    2. Nielsen, Bo Bernhard, 2000. "Strategic Knowledge Management: A Research Agenda," Working Papers 2-2000, Copenhagen Business School, Department of International Economics and Management.
    3. Hooley, Graham J. & Greenley, Gordon E. & Cadogan, John W. & Fahy, John, 2005. "The performance impact of marketing resources," Journal of Business Research, Elsevier, vol. 58(1), pages 18-27, January.
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    JEL classification:

    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance

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