أثر إدارة المعرفة في الأداء التسويقي:الدور الوسيط للابتكار التسويقي في المؤسسة الاقتصادية

Abstract

This study aims to analyze the relationship between knowledge management (as an independent variable) and marketing performance (as a dependent variable), while also examining the mediating role of marketing innovation in this relationship. To achieve the study's objectives, a field study was conducted on a sample of industrial companies operating in the household appliance sector in the state of Bordj Bou Arreridj. The study employed a descriptive-analytical approach, collecting data using a questionnaire distributed to a sample of 120 marketing employees from the companies under study. Data analysis was performed using SPSS version 27 for descriptive statistical analyses and preliminary tests, in addition to using AMOS version 24 for structural equation modeling and hypothesis testing .The results showed a significant positive effect of knowledge management processes on marketing innovation at a significance level of (α ≤ 0.05). Furthermore, a significant effect of knowledge management processes on marketing performance was also established for the companies under study. The results also showed that marketing innovation has a significant impact on marketing performance, in addition to demonstrating its mediating role in the relationship between knowledge management and marketing performance .In light of these findings, the study recommended the adoption and implementation of knowledge management processes within organizations as an integrated system, given its active role in promoting marketing innovation and improving marketing performance. The study also concluded that the human element is a crucial factor in the success or failure of implementing knowledge management and achieving a competitive advantage in the contemporary business environment