| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| A growing body of research has demonstrated the growing importance given to two areas of business management: internal marketing and knowledge management. Nevertheless, these seldom areas are considered together. This paper explores the importance of knowledge sharing as a mediating variable in the relationship between internal and external marketing. Thus, our research presents an investigation model where the influence of tacit knowledge sharing and explicit knowledge sharing are presented. The data of this research was collected from the employees of a company in the logistics sector, through a face-to-face questionnaire. The proposed research hypotheses were tested empirically through structural equation modeling (PLS-PM) with a bootstrapping procedure. The results demonstrate that internal marketing has a positive effect on knowledge sharing and, consequently, on customer orientation. In this sense, through this paper, managers can verify the importance of knowledge sharing (tacit and explicit) in leveraging the effects of internal marketing in customer orientation. | 1.2 MB | Adobe PDF |
Orientador(es)
Resumo(s)
A growing body of research has demonstrated the growing importance given to two areas of business management: internal marketing and knowledge management. Nevertheless, these seldom areas are considered together. This paper explores the importance of knowledge sharing as a mediating variable in the relationship between internal and external marketing. Thus, our research presents an investigation model where the influence of tacit knowledge sharing and explicit knowledge sharing are presented. The data of this research was collected from the employees of a company in the logistics sector, through a face-to-face questionnaire. The proposed research hypotheses were tested empirically through structural equation modeling (PLS-PM) with a bootstrapping procedure. The results demonstrate that internal marketing has a positive effect on knowledge sharing and, consequently, on customer orientation. In this sense, through this paper, managers can verify the importance of knowledge sharing (tacit and explicit) in leveraging the effects of internal marketing in customer orientation.
Descrição
Conference date - 2 September 2021 - 3 September 2021; Conference code - 266619
Palavras-chave
Knowledge Management Knowledge Sharing Internal Communication Customer Orientation
Contexto Educativo
Citação
Santo, P. M. D. E., Ferreira, V., & Marques, A. M. A. (2021). How knowledge sharing mediates the effects of internal marketing on customer orientation. Kidmore End: Academic Conferences International Limited. doi:https://doi.org/10.34190/EKM.21.145.
Editora
Academic Conferences and Publishing International
Licença CC
Sem licença CC