Title
Marketing Knowledge Management and Innovation Performance: Examining the Moderating Role of Business Environmental Volatility
Document Type
Article
Keywords
business environmental volatility; innovation performance; marketing knowledge management
Identifier Data
doi.org/ 10.15830/amj.2020.22.3.51
Publisher
DBpia
Publication Source
Asia Marketing Journal
Abstract
This study empirically examines the link between marketing knowledge management and innovation performance focusing on the moderating role of business environmental volatility. We define marketing knowledge management as the integration of knowledge generation, knowledge dissemination and knowledge storage. Using a unique data set that consists of 439 employees at 156 firms in China, we find that knowledge dissemination and knowledge storage have a positive effect on innovation performance. Also found is the negative moderating effect of business environmental volatility on innovation performance. Our findings suggest that firms should strengthen their marketing knowledge management to improve innovation performance and stay flexible to cope with the ever-changing and often volatile market environments.
