The effect of marketing knowledge management on organizational performance

Abstract

Purpose Appreciating the limited empirical research in the knowledge management (KM) field, the purpose of this paper is to investigate the relationship between marketing knowledge management (MKM) and performance in Jordanian telecommunications organizations (JTOs). Design/methodology/approach A quantitative methodology is adopted in which a model is developed, and hypotheses are stated, in order to examine the proposed relationship between MKM assets and capabilities and JTOs' performance. A highly structured questionnaire is developed and distributed to a sample of 339 managers in JTOs. With a response rate of 92 percent, 312 questionnaires are returned; the number of valid and usable questionnaires is 292. Using exploratory and confirmatory factor analyses, MKM assets are classified into built‐ and invested‐in marketing assets, while MKM capabilities are classified into internal and external marketing capabilities. Furthermore, JTOs' performance is classified into three dimensions: market, customer, and financial performances. Structural equation modeling is utilised to test the stated hypotheses and model. Findings Empirical findings indicate that MKM assets and capabilities have a positive effect on the overall performance of JTOs, with all its dimensions. Built‐in marketing assets show the strongest influence on market performance, internal marketing capabilities show the strongest influence on customer performance, while external marketing capabilities show the strongest influence on financial performance. On the other hand and despite showing the least influence on financial and market performances, invested‐in marketing assets have maintained a positive relationship with all dimensions of JTOs' performance. Practical implications A holistic approach should be adopted when addressing MKM. MKM assets and capabilities should be applied collectively in a competitive manner that reflects on organizational performance. This requires constant consideration of available marketing assets and capabilities, with continuous investments in developing and acquiring marketing assets. While financial measures are generally used in assessing KM contribution, other non‐traditional measures should be applied in order to give a more realistic and holistic view of MKM contribution to organizational performance. Originality/value Focusing on MKM assets and capabilities, the paper introduces a new perspective of MKM in Jordan, as a developing country. While focusing on a special scope of KM, i.e. MKM, the paper provides further empirical support to the relationship between KM and organizations' multiple dimensions of performance. The fact that this is the first empirical study conducted in Jordan where KM research is relatively scarce, adds to its originality.

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