Abstract
Business organizations are required to be able to do effective marketing. Market change demands a business organization to have a marketing capability on innovation and responses in making a product to be competitive; therefore, it should create a quality product. Creating a quality product is influenced by the knowledge of products to be created so as to produce good marketing performance. The purposes of this study were to see how big an influence towards knowledge sharing innovation capability, and to identify the capability to respond to the market and performance marketing. A questionnaire was given to students who were in the university environment by using purposive sampling with accidental sampling. Reliability and validity were measured through the median and variation analysis of Cronbach's alpha, and Analysis using SEM model structure with SMARTPLS was used to test the relationship between research variables using 100 respondents. The results showed that sharing knowledge has a positive and significant effect on the capabilities of innovation and responsive capabilities, but insignificant effect on marketing performance. The responsive capability of innovation and capability on marketing performance are positive and significant. Keywords: knowledge sharing, marketing capability, innovation capability, responsive capability, marketing performance
Highlights
Marketing plays an important role in determining the orientation and strategy of an organization's business performance results (Prayogo and Nirawati, 2017)
The questions appeared whether the student as a retailer of products already shared our knowledge of what was sought by a consumer to purchase a product which increases the performance of the business organization and whether students as a supplier of products already implemented the marketing capability to produce products that were attractive to prospective consumers and a performance of organization's business to be successful
The results show that knowledge sharing has a positive and significant impact on the marketing capability that is responsive capability, but has insignificant effect on innovation capability (H1 was rejected and H2 was proven)
Summary
Marketing plays an important role in determining the orientation and strategy of an organization's business performance results (Prayogo and Nirawati, 2017). The ability to obtain and perform the transformation of "tangible" or "intangible" resources is considered important to specify the value creation and competitive advantage for business organizations (Chenic et al 2013). Dynamic market changes and is fragmented to demanding business organization in order to make use of the knowledge of the market to be important to conduct technological innovations (Cacciolatti and Lee, 2016). The questions of how business organizations deploy resources to serve customers well, how to better understand the effects and marketing undertaken by business organizations and how marketing capabilities affect the performance of the organization's business in the long run are the most important parts to be understood by business organizations (Angulo-Ruiz et al 2018). It is very exciting to research the knowledge management in knowledge-sharing to create the desired products for prospective consumers and marketing capabilities to innovate the created the products
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