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

José Luis Zapata Sánchez (), Judith Cavazos Arroyo and Yésica Mayett Moreno
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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

Contaduría y Administración, 2018, vol. 63, issue 2, 289-308

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.

Keywords: Tacit knowledge; Knowledge transfer; Marketing; Human talent. (search for similar items in EconPapers)
JEL-codes: C3 D83 J24 M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:nax:conyad:v:63:y:2018:i:2:p:289-308

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