Marketing Knowledge Management Functions on Empowering Competitive Advantages

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.

Keywords

• marketing knowledge management
• innovation capability
• organizational performance
• competitive advantage
• structural equation modeling