Investigating the Relationship between Marketing Knowledge Sharing and Developing Competitive Advantage (Case Study: Arak Shazand Petrochemical)

Mohamad Reza Hamidizadeh and Parinaz Aghaei Meibodi

Modern Applied Science, 2017, vol. 11, issue 2, 8

Abstract: The aim of this study is to investigate the relationship between marketing knowledge sharing and developing competitive advantage. This research is an applied objective research and data collection method of description-correlation nature the subjects under study by this research are employees of Arak Shazand petrochemical industry. The sample size was estimated 90 people. The method is stratified random sampling. A standard questionnaire was used to collect data. Marketing knowledge sharing questionnaire of Moghimi and Ramazani (2011) contains 17 items and developing competitive advantage questionnaire of Hill and Jones (2010) contains 16 items. Logical validity (face and content) of questionnaires was reviewed and approved through several university professors and several experts of this industry. Also, construct validity was reviewed and approved by confirmatory factor analysis using AMOS software. Cronbach's alpha coefficient of 0.7 was obtained for variables that indicate internal consistency of items and acceptable reliability of the questionnaire. The research hypothesis test using univariate linear regression was performed with application of SPSS software. The results showed that, given that the t-statistic value is greater than 1.96 (t = 6.48), the relationship between two variables, competitive advantage and marketing knowledge sharing was significant at the 5% error level  Standard regression coefficient (0.57) also specified the share of independent variable in explaining the changes of dependent variable so that for every one unit increase in variable of marketing knowledge sharing, competitive advantage increases 0.57.

Date: 2017
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