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Acquisition and transfer of tacit knowledge of marketing in small and medium hotels

Author

Listed:
  • José Luis Zapata Sánchez

    (Universidad de Quintana Roo, México)

  • Judith Cavazos Arroyo

    (Universidad Popular Autónoma del Estado de Puebla, México)

  • Yésica Mayett Moreno

    (Universidad Popular Autónoma del Estado de Puebla, México)

Abstract

The aim of this research was to analyze the effect of absorption capacity, an open culture of collabo¬ration, trust between co-workers and communication media richness on the acquisition of tacit marketing knowledge, as well as its impact on tacit marketing knowledge transfer. A quantitative and cross-sectional research was carried out among the employees of small and medium-sized hotels in Playa del Carmen, Quintana Roo, applying a personal survey to 229 employees selected for convenience, who work in the hotel sector. The statistical technique of structural equations was used to analyze the effect of variables on the transfer of tacit marketing knowledge. The results showed that trust in co-workers and communication media richness have a direct and positive impact on the acquisition of tacit marketing knowledge and, in turn, on the transfer of tacit marketing knowledge. The theoretical and applied implications of the results were discussed.

Suggested Citation

  • José Luis Zapata Sánchez & Judith Cavazos Arroyo & Yésica Mayett Moreno, 2018. "Acquisition and transfer of tacit knowledge of marketing in small and medium hotels," Contaduría y Administración, Accounting and Management, vol. 63(2), pages 289-308, Abril-Jun.
    • Handle: RePEc:nax:conyad:v:63:y:2018:i:2:p:289-308
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    More about this item

    Keywords

    Tacit knowledge; Knowledge transfer; Marketing; Human talent.;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • J24 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Human Capital; Skills; Occupational Choice; Labor Productivity
    • C3 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables

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