Journal of Business Management Perspective

Journal of Business Management Perspective

Model of Factors Influencing Exchange of Tacit Marketing and Sales Knowledge Exchange and its Impact on Marketing Success

Document Type : Original Article

Authors
Mohsen Akbari 1
Mahmood Moradi 1
Mahsa Farkhonde 2
Esmaiel Momen 2
1 Faculty Member, University of Guilan
2 MBA, University of Guilan
Abstract
The purpose of this study is identification of the factors effecting tacit knowledge exchange between sales and marketing departments and its impact on marketing success. This research is conducted in two phases; in which the first phase identifies the effecting factors and the second phase investigates the effect of these factors on tacit knowledge exchange and its impact on marketing success. Statistical population of this study in phase one is a team of ten member experts and in validation and measurement phase is 850 employees of sales and marketing in dairy firms of Guilan, of which 265 members are selected based on Morgan table and categorical method. Results show that interpersonal factors, organizational factors and individual factors affect tacit knowledge exchange between sales and marketing. Also, tacit knowledge exchange between sales and marketing affect innovation, proportional efficiency and proportional effectiveness of marketing programs.
Keywords
Marketing Success- Effectiveness and Efficiency of Marketing
  1. ]1[ دوستار، محمد..، اکبری، محسن. (1391). نگارش پژوهش علمی (طرح پژوهش، پایان‌نامه، مقاله و جلسه دفاعیه)، رشت، انتشارات دهسرا.
  2. ]2[ حیدری، مهدیه.، مقیمی، سید محمد.، خنیفر، حسین. (1392). بررسی عوامل حیاتی موفقیت در پیاده سازی مدیریت دانش، فصلنامه مدیریت فرهنگ سازمانی، 11(1): 184-149.
  3. ]3[ حیرانی، فروغ.، سلیمانی فارسانی، آرش.، شاکر اردکانی، سمیه. (1394). بررسی نقش تبادل دانش ضمنی بین واحد فروش و واحد بازاریابی در افزایش موفقیت بازاریابی شرکت‌ها"، کنفرانس بین المللی مدیریت، اقتصاد و مهندسی صنایع، تهران.
  4. ]4[ سرمد، ز.هره.، بازرگان، علی.، حجازی، ا.له. (1391). روش‌های پژوهش در علوم رفتاری، انتشارات آگه، چاپ بیست و چهارم، تهران.
  5. ]5[ مرادی، محمود.، یاکیده کی، خسرو.، عبدالهیان، فرزانه.، صفردوست، عاطیه. (1392). بررسی تاثیر فرهنگ مدیریت خطا بر نوآوری سازمانی، مدیریت فرهنگ سازمانی، 11(2): 87-114.
  6. ]6[ نایب زاده، شهناز. (1385). ارزش از نگاه مشتری، ماهنامه تدبیر، 174: 56-52.
  7. Arnett, P., Dennis B., Wittmann, C., Michael,P. (2013). Improving Marketing Success: The Role of Tacit Knowledge Exchange Between Sales and Marketing”, Journal of Business Research,.67(3), 324–331.
  8. Blazevic, V., & Lievens, A. (2004). Learning During The New Financial Service Innovation Process Antecedents and Performance Effects”, Journal of Business Research, 57(4), 374–391.
  9. Cavusgil, S. T., Calantone, R. J., Zhao, Y. (2003). Tacit Knowledge Transfer and Firm Innovation Capability”. The Journal of Business and Industrial Marketing, 18(1), 6–21.
  10. Eisenhardt, K. M., & Santos, F. M.. (2002). Knowledge-Based View: A New Theory of Strategy? In A. Pettigrew, H. Thomas, R. Whittington (Eds.)”, Handbook of strategy and Management. Woodland Hills, CA: Sage, 139–164
  11. Groza, MM., Locander, D., Howlett, C.(2016). Linking thinking styles to sales performance: The importance of creativity and subjective knowledge, Journal of Business Research, 69(10), 4185–4193.
  12. Haldin-Herrgard, T. (2000). Difficulties in Diffusion of Tacit Knowledge in Organizations”, Journal of Intellectual Capital,1(4), 357–365.
  13. Hunt, S. D., Arnett, D. B. (2006). Does Marketing Success Lead to Market Success?, Journal of Business Research, 59(7), 820–828.
  14. Kohli, A. K., Jaworski, B. J. (1990). Marketing Orientation: The Construct Research Propositions and Managerial Implications”, the Journal of Marketing, 54(2), 1–19.
  15. Lee, R. P., Naylor, G., Chen, Q. (2011). Linking Customer Resources to Firm Success: The Role of Marketing Program Implementation”, Journal of Business Research, 63(4), 394–400.
  16. Levin, D. Z., & Cross, R. (2004). The Strength of Weak Ties You Can Trust: The Mediating Role of Trust in Effective Knowledge Transfer”, Management Science, 50(11), 1477–1490.
  17. Lin, C. P. (2007). To Share or Not to Share: Modeling Tacit Knowledge Sharing its Mediators and Antecedents”, Journal of Business Ethics, 70(4), 411–428.
  18. Pondy, L. R. (1967). Organizational Conflict: Concepts and Models. Administrative Science Quarterly, 12(2), 296–320.
  19. Speier, C., Venkatesh, V. (2002). The Hidden Minefields in The Adoption of Sales Force Automation Technologies, Journal of Marketing, 66(2), 98-110.
  20. Tsai, M.T., Li, Y.H. (2007). Knowledge Creation Process in New Venture Strategy and Performance”. Journal of Business Research, 60, 371–381.
  21. Zaim, H., Gurcan, O. (2015). Determining the Critical Factors of Tacit Knowledge in Service Industry in Turkey”, Procedia - Social and Behavioral Sciences, 20, 759-767.