Knowledge agility, relational capability, marketing networks antecedence for successful marketing performance

Abstract This study aims to examine the effect of knowledge capabilities, relational capabilities, network marketing and marketing performance. The research sample was 215 respondents. The analysis tool uses SEM (Structural Equation Modeling). AMOS version 16 is used for data processing. The finding...

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Bibliographic Details
Published inContaduría, administración Vol. 67; no. 2; p. 334
Main Authors Sugiyarti, Gita, Mardiyono, Aris
Format Journal Article
LanguageEnglish
Portuguese
Published Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración 2022
Subjects
Business, Finance
capacidad relacional
conocimiento agilidad
desempeño de mercadotecnia
knowledge agility
Management
marketing networks
marketing performance
redes de comercialización
relational capability
conocimiento agilidad
L26
desempeño de mercadotecnia
relational capability
redes de comercialización
knowledge agility
marketing networks
marketing performance
M31
capacidad relacional
M21
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Summary:Abstract This study aims to examine the effect of knowledge capabilities, relational capabilities, network marketing and marketing performance. The research sample was 215 respondents. The analysis tool uses SEM (Structural Equation Modeling). AMOS version 16 is used for data processing. The findings of this study are, first, knowledge capability has a significant positive effect on network marketing and marketing performance. Second, network marketing has a significant positive effect on marketing performance. Third, relationship capability has a significant positive effect on network marketing but not significant on marketing performance.
ISSN:0186-1042
2448-8410
DOI:10.22201/fca.24488410e.2022.3199