The mediating effect of knowledge exploitability and organizational agility on the relationship between marketing adaptation strategy and sustainable competitive advantage

• Lutfi Nurcholis ^[1]
  1. [1] Universitas Islam Sultan Agung

     Universitas Islam Sultan Agung

     Indonesia

     
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 66, Nº. 1, 2021
• Idioma: inglés
• DOI: 10.22201/fca.24488410e.2020.2393
• Títulos paralelos:
  • El efecto mediador de la explotación del conocimiento y la agilidad organizacional en la relación entre la estrategia de adaptación del marketing y la ventaja competitiva sostenible
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Este artículo tiene como objetivo investigar el efecto mediador de la explotación del conocimiento (KE) y la agilidad organizacional (OA) en la relación entre la exploración de nuevos mercados (NME), el desarrollo de programas de marketing (DMP) y la diversidad de productos (PD) con una ventaja competitiva sostenible. (SCA). Se recopilaron datos de 189 PYME de Batik en Indonesia y se analizaron mediante el modelo de ecuaciones estructurales (SEM). El resultado muestra que la exploración de nuevos mercados y el desarrollo de programas de marketing afectan significativamente la explotación del conocimiento, la diversidad de productos afecta significativamente la agilidad organizacional, la explotación del conocimiento y la agilidad organizacional afectan significativamente la ventaja competitiva sostenible. Además, se ha demostrado que la explotación del conocimiento y la agilidad organizativa median la correlación entre la exploración de nuevos mercados, el desarrollo de programas de marketing y la diversidad de productos con una ventaja competitiva sostenible.

  • English

    This paper aims to investigate the mediating effect of knowledge exploitability (KE) and organizational agility (OA) on the relationship between new market exploration (NME), development of marketing programs (DMP), and product diversity (PD) with a sustainable competitive advantage (SCA). Data were collected from 189 Batik SMEs in Indonesia and were analyzed using Structural Equation Modeling (SEM). The result shows that new market exploration and development of marketing programs significantly affect knowledge exploitability, product diversity significantly affects organizational agility, knowledge exploitability, and organizational agility significantly affect sustainable competitive advantage. Furthermore, knowledge exploitability and organizational agility are proven to mediate the correlation between new market exploration, development of marketing programs, and product diversity with a sustainable competitive advantage.

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