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

• Gita Sugiyarti ^[1] ; Aris Mardiyono ^[1]
  1. [1] Universitas 17 Agustus 1945 Semarang, Indonesia
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 67, Nº. 2, 2022
• Idioma: inglés
• Títulos paralelos:
  • Conocimiento agilidad, capacidad relacional, redes de mercadeo antecedencia para un desempeño de marketing exitoso
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Este estudio tiene como objetivo examinar el efecto de las capacidades de conocimiento, las capacidades relacionales, el mercadeo en red y el desempeño del mercadeo. La muestra de la investigación fue de 215 encuestados. La herramienta de análisis utiliza SEM (Modelado de ecuaciones estructurales). AMOS versión 16 se utiliza para el procesamiento de datos. Los hallazgos de este estudio son, en primer lugar, que la capacidad de conocimiento tiene un efecto positivo significativo en el mercadeo en red y el desempeño del mercadeo. En segundo lugar, el mercadeo en red tiene un efecto positivo significativo en el desempeño del mercadeo. En tercer lugar, la capacidad de relacionarse tiene un efecto positivo significativo en el mercadeo en red, pero no en el desempeño del mercadeo.

  • English

    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

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