Exploring the prominent role of marketing knowledge in relationship betweenintellectual capital and organizational innovation
Publish place: سومین کنفرانس بین المللی مدیریت در قرن 21
Publish Year: 1395
Type: Conference paper
Language: English
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Document National Code:
ICMNG03_122
Index date: 15 December 2016
Exploring the prominent role of marketing knowledge in relationship betweenintellectual capital and organizational innovation abstract
The purpose of this research is to design a model for the promotion of organizational innovation performance through customers’ capital management with consideration of mediating role of application of marketing knowledge. In this research, we have first reviewed the theoreticalconcepts and basis and then referring to previous studies and researches and then the metrics were extracted. The statistical population of this research included managers and experts in Iran Khodro ndustrial Group in Iran. Results indicated that product innovation, process innovation and finally management innovation led to improvement of organizational innovation respectively via customer capital management and application of marketing knowledge. Results also indicated that customer capital directly effects product innovation, process innovation and management innovation respectively
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Exploring the prominent role of marketing knowledge in relationship betweenintellectual capital and organizational innovation authors
Khaled Nawaser
Department of Management,Payam Noor University (PNU),Khouzestan, Abadan, Iran
Ali Akbar Hozhabri
Faculty of Management,Universiti Teknologi Malaysia. (UTM), Malaysia
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