Impacts of Internal Marketing Factors and Tacit Knowledge Exchange on Marketing Success in Pharmaceutical Industry

Successful organizations adapt their marketing strategies to marketplace changes. However, though marketplace knowledge is important, if it remains with an organization's boundary spanners, it cannot be used effectively to improve firm performance. To be useful, knowledge must be disseminated throughout the organization. This study aimed to investigate the impacts of internal marketing and tacit knowledge exchange factors on marketing success (i.e., marketing program innovativeness, relative efficiency, and relative effectiveness) in pharmaceutical companies. The research method was descriptive. To analysis hypotheses and validity of model, Structural Equation Model (SEM) and AMOS software was used. The statistical population of this study included all employees of three pharmaceutical companies, Hakim Daroo, Tozy Daroo and Modava. This population consisted of 635 persons. In this study, stratified random sampling method was used for sampling. The sample size was calculated using Cochran formula (240). Also, a questionnaire with 47 items and 5-point Likert scale. was used for collecting data. Using professors and academic expert views, validity of the questionnaire was confirmed. To determine the reliability, the Cronbach's alpha coefficient was used. The results of hypotheses test showed that socialization opportunities and internal marketing have a significant effect on tacit knowledge exchange. Furthermore, tacit knowledge exchange has a significant effect on marketing program innovation and relative effectiveness

Keywords:

Internal marketing , Tacit Knowledge Exchange , Marketing success , Pharmaceutical industry