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

Fakhraddin Maroofi (), Babak Jamshidinavid () and Mahbobeh Halashi ()
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Fakhraddin Maroofi: University of Kurdistan
Babak Jamshidinavid: Islamic Azad University
Mahbobeh Halashi: Islamic Azad University

International Journal of Academic Research in Accounting, Finance and Management Sciences, 2012, vol. 2, issue 4, 30-52

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.

Keywords: Resource; Marketing; Telecommunications; Iran; Knowledge management; Organizational performance (search for similar items in EconPapers)
JEL-codes: L25 (search for similar items in EconPapers)
Date: 2012
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