ISSN: 2225-8329
Open access
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.
Akroush, M. (2006), “Effects of marketing assets and capabilities on performance: an empirical Investigation of banks operating in Jordan”, Jordan Journal of Business Administration, Vol. 2 No. 3, pp. 440-63.
Alavi, M., and Leidner, D. (2001), “Knowledge management and knowledge management systems: conceptual foundations and research issues”, MIS Quarterly, Vol. 25 No. 2, pp. 107-36.
Andreou, A., and Bontis, N. (2007), “A model for resource allocation uses operational knowledge assets”, The Learning Organization, Vol. 14 No. 4, pp. 345-74.
Barney, J. (1991), “Firm resources and sustained competitive advantage”, Journal of Management, Vol. 17 No. 1, pp. 99-120.
Bruton, G., Dess, G., and Janney, J. (2007), “Knowledge management in technology-focused firms in emerging economies: caveats on capabilities, networks, and real options”, Asia Pacific Journal of Management, Vol. 24, pp. 115-30.
Carrillo, P., Robinson, H., Anumba, C., and Al-Ghassani, A. (2003), “IMPaKT: a framework for linking knowledge management to business performance”, Electronic Journal of Knowledge Management, Vol. 1 No. 1, pp. 1-12.
Chau, P. (1997), “Reexamining a model for evaluating information center success using a structural equation modelling approach”, Decision Sciences, Vol. 28 No. 2, pp. 309-33.
Churchill, G.A. Jr (2001), Basic Marketing Research, 4th ed., The Dryden Press, Fort Worth, TX.
Claycomb, C., Droge, C., and Germain, R. (2001), “Applied process knowledge and market performance: the moderating effect of environmental uncertainty”, Journal of Knowledge Management, Vol. 5 No. 3, pp. 264-77.
Clulow,V., Barry, C., and Gerstman, J. (2007), “The resource-based viewand value: the customer-based view of the firm”, Journal of European Industrial Training, Vol. 31 No. 1, pp. 19-35.
Clulow, V., Gerstman, J., and Barry, C. (2003), “The resource-based view and sustainable competitive advantage: the case of a financial service firm”, Journal of European Industrial Training, Vol. 27 No. 5, pp. 220-32.
Collison, C., and Parcell, G. (2005), “Ten steps to build a ‘knowledge asset’: critical advice to develop and sustain intellectual assets”, Knowledge Management Review, Vol. 8 No. 3, pp. 24-7.
Davenport, T., Delong, W., and Beers, C. (1998), “Successful knowledge management projects”, Solan Managemenr Review, Vol. 39 No. 2, pp. 43-58.
Day, G. (1994), “The capabilities of market-driven organizations”, Journal of Marketing, Vol. 58, pp. 37-52.
Day, G., and Wensley, R. (1998), “Assessing advantage: a framework for diagnosing competitive superiority”, Journal of Marketing, Vol. 52, pp. 1-20.
De Chernatony, L., and McDonald, M. (1998), Creating Powerful Brands in Consumer, Service and Industrial Markets, 2nd ed., Butterworth-Heinemann, Oxford.
De Sarbo, W., di Benedetto, C., and Song, M. (2007), “A heterogeneous resource based view for exploring relationships between firm performance and capabilities”, Journal of Modeling in Management, Vol. 2 No. 2, pp. 103-30.
Doyle, P. (1995), “Marketing in the new millennium”, European Journal of Marketing, Vol. 29 No. 13, pp. 23-41.
Dunn, G., Everitt, B., and Pickles, A. (1994), Modelling Covariances and Latent Variables Using EQS, Chapman & Hall, London.
Fahy, J., Hooley, G., Cox, T., Beracs, J., Fonfara, K., and Snoj, B. (2000), “The development and impact of marketing capabilities in central Europe”, Journal of International Business Studies, Vol. 31 No. 1, pp. 63-81.
Foil, M. (2001), “Revisiting and identity-based view of sustainable competitive advantage”, Journal of Management, Vol. 6, pp. 691-9.
Hair, J., Anderson, R., Tatham, R., and Black, W. (1998), Multivariate Data Analysis, 5th ed., Prentice-Hall, Upper Saddle River, NJ.
Hair, J., Babin, B., Money, A., and Samouel, P. (2003), Essentials of Business Research Methods, Wiley, New York, NY.
Hooley, G. J., Greenley, G. E., Cadogan, J. W., and Fahy, J. (2003), “The performance impact of marketing resources”, Journal of Business Research, Vol. 58, pp. 18-27.
Hooley, G. J., Greenley, G. E., Cadogan, J. W., and Fahy, J. (2005), “The performance impact of marketing resources”, Journal of Business Research, Vol. 58, pp. 18-27.
Hooley, G. J., Greenley, G. E., Fahy, J., and Cadogan, J. W. (2001), “Market-focused resources, competitive positioning and firm performance”, Journal of Marketing Management, Vol. 17, pp. 503-20.
Hooley, G. J., Fahy, J., Cox, T., Bercas, J., Fonfara, K., and Sonji, B. (1999), “Marketing capabilities and firm performance: hierarchical model”, Journal of Marketing Focused Management, Vol. 4 No. 3, pp. 259-78.
Hunt, D., and Morgan, M. (1995), “The comparative advantage theory of competition”, Journal of Marketing, Vol. 59, pp. 1-15.
Iftikhar, Z. (2003), “Developing an instrument for knowledge management project evaluation”, Electronic Journal of Knowledge Management, Vol. 1 No. 1, pp. 55-62.
Kaner, M., and Karni, R. (2004), “A capability maturity model for knowledge-based decision making”, Information Knowledge Systems Management, Vol. 4, pp. 225-52.
Keller, K. L. (1993), “Conceptualizing, measuring and managing customer-based brand equity”, Journal of Marketing, Vol. 57, pp. 1-22.
Kristandi, G., and Bontis, N. (2007), “Constructing a definition for intangibles using resource based view of the firm”, Management Decision, Vol. 45 No. 9, pp. 1510-24.
Lin, C., and Tseg, S. (2005), “Bridging the implementation gaps in the knowledge management system for enhancing corporate performance”, Expert Systems with Applications, Vol. 29, pp. 163-73.
Linzalone, R. (2008), “Leveraging knowledge assets to improve new product development performances”, Measuring Business Excellence, Vol. 12 No. 2, pp. 38-50.
McKellar, H. (2005), “Who matters in KM”, KMWorld, Vol. 14 No. 2, pp. 2-3.
Macintosh, A. (1998), “Position paper on knowledge asset management”, available at: www.aiai. edu.ac.uk/,alm/kam.html
Maddan, S. (2009), “Measuring the impact of organizational culture factors on knowledge management implementation in the Jordanian telecommunication group (Orange): a case study”, unpublished Master’s thesis, Amman Arab University for Graduate Studies, Amman.
Malhotra, N. (2007), Marketing Research: An Applied Orientation, 5th ed., Pearson Prentice-Hall, Upper Saddle River, NJ.
Malmelin, N. (2007), “Communication capital: modeling corporate communications as an organizational asset”, Corporate Communication; An International Journal, Vol. 12 No. 3, pp. 298-310.
Moller, K., and Anttila, M. (1987), “Marketing capability-a key success factor in small business?”, Journal of Marketing Management, Vol. 3 No. 2, pp. 185-203.
Money, K., and Gardiner, L. (2005), “Reputational management: ignore at your own peril”, Handbook of Business Strategy, Vol. 6 No. 1, pp. 43-6.
Moustaghfir, K. (2008), “The dynamics of knowledge assets and their link with firm performance”, Measuring Business Excellence, Vol. 12 No. 2, pp. 10-24.
Nielsen, B. (2005), “Strategic knowledge management research: tracing the co-evolution of strategic management and knowledge management perspectives”, California Management Review, Vol. 15 No. 1, pp. 1-13.
Olavarrieta, S., and Friedmann, R. (1999), “Market-oriented culture, knowledge-related resources, reputational assets and superior performance: a conceptual framework”, Journal of Strategic Marketing, Vol. 7, pp. 215-28.
O’Regan, N., and Ghobadian, A. (2004), “The importance of capabilities for strategic direction and performance”, Management Decision, Vol. 42 No. 2, pp. 292-312.
Pitt, M., and Clarke, K. (1999), “Competing on competence: a knowledge perspective on the management of strategic innovation”, Technology Analysis & Strategic Management, Vol. 11 No. 3, pp. 103-16.
Roth, V., and Velde, V. (1989), “Investing in retail delivery system technology”, Journal of Retail Banking, Vol. XI No. 2, pp. 23-34.
Tanriverdi, H. (2005), “Information technology relatedness, knowledge management capability, and performance of multibusiness firms”, MIS Quarterly, Vol. 29 No. 2, pp. 311-34.
Tsai, M., and Shih, C. (2004), “The impact of marketing knowledge management among managers on marketing capabilities and business performance”, International Journal of Management, Vol. 21 No. 4.
Vail, E. (2001), “Knowledge management and the value system”, Knowledge Management Review, Vol. 3 No. 6, pp. 26-9.
White, C. (2005), “Knowledge management: reality at last”, DM Review Magazine, available at: www.DMReview.com, February.
Wong, H. (2004), “Knowledge value chain: implementation of new product development system in a winery”, Electronic Journal of Knowledge Management, Vol. 2 No. 1, pp. 109-22.
Young, T. (2006), “Implementing a knowledge retention strategy: a step-by-step process to combat organizational knowledge loss”, Knowledge Management Review, Vol. 9 No. 5, pp. 28-33.
Zeleny, M. (2005), “Knowledge-information circulation through the enterprise: forward to the roots of knowledge management”, Lecture Notes in Computer Science, Vol. 3327.
In-Text Citation: (Jamshidinavid & Halashi, 2012)
To Cite this Article: Jamshidinavid, F. M. B., & Halashi, M. (2012). The Effect of Marketing Knowledge Management and Organizational Performance: Case Study. International Journal of Academic Research in Accounting Finance and Management Sciences, 2(4), 308–334.
Copyright: © 2021 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
2025 © Copyright HRMARS. All rights Reserved.