The Mediating Effect of Dynamic Marketing Capabilities on the Relationship Between Customer Knowledge Management and Organizational Innovation

IF 2.5 Q3 BUSINESS FIIB Business Review Pub Date : 2023-08-29 DOI:10.1177/23197145231186510

Emad Alani, L. Alrubaiee, Alieza Shabani Shojaei, Laith A. Naji, Tan OweeKowang

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Abstract

Today’s competitive business environment has made organizational innovation (OI) a central strategy for most firms. Not only does OI lead to obtaining new customers and market segments but it also enables firms to develop a reputation for being innovative. To ensure a sustained level of OI, firms need to enhance their customer knowledge management (CKM) as well as their dynamic marketing capabilities (DMCs). This study focuses on investigating the mediating effect of DMCs on the relationship between CKM and OI. To this end, a set of hypotheses were developed to analyse these relationships employing structural equation modelling. The data were collected from a total of 242 top management of firms in the pharmaceutical and healthcare industries in Jordan. The findings showed that knowledge for customer and knowledge about customer had strong and positive effects on the OI levels of the firms considered in this study. It was also revealed that knowledge from customer has no significant effect on OI. Moreover, the results indicated that DMCs have a mediating effect on the relationship between CKM and OI.

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动态营销能力在顾客知识管理与组织创新关系中的中介作用

当今竞争激烈的商业环境使组织创新成为大多数公司的核心战略。OI不仅可以获得新的客户和细分市场，还可以使公司树立创新的声誉。为了确保持续的OI水平，企业需要加强其客户知识管理（CKM）以及动态营销能力（DMC）。本研究旨在探讨DMCs对CKM与OI关系的中介作用。为此，我们提出了一系列假设，利用结构方程建模来分析这些关系。这些数据是从约旦制药和医疗保健行业共242家公司的高层管理人员那里收集的。研究结果表明，对客户的知识和对客户的了解对本研究中考虑的企业的OI水平有着强烈而积极的影响。研究还表明，来自客户的知识对OI没有显著影响。此外，结果表明DMC对CKM和OI之间的关系具有中介作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

FIIB Business Review Multiple-

CiteScore

5.40

自引率

11.50%

发文量