Earticle

초록

영어

The extant literature emphasizes the importance of knowledge base management as a resource in building a firm’s capabilities. However, it does not provide sufficient empirical evidence on how knowledge base management creates customer value, especially for B2B firms. We propose and empirically test a conceptual model that examines how knowledge proficiency influences value creation capabilities, which eventually improve creativity of new product and marketing program. Further, this study explores the equivocal role of market sensing competency in explaining the link between knowledge proficiency and value creation capabilities. The survey results from B2B firms reveal that technological knowledge generally enhances two dimensions of value creation capabilities, new product development (NPD) and marketing capabilities. However, market knowledge does not necessarily improve these capabilities directly. Interestingly, we find that market sensing competency plays a pivotal moderating role in explaining the link between knowledge proficiency and value creation capabilities. This study contributes to the marketing strategy literature by exploring the relationships among proficiency of market and technological knowledge, value creation capabilities, and creativity, with market sensing competency as a crucial moderator.

목차

Abstract
 I. Introduction
 II. Theory and hypotheses
  2.1. Knowledge-based view
  2.2. Proficiency of market knowledge
  2.3. Proficiency of technological knowledge
  2.4. Market sensing competency as a moderator
  2.5. Value creation capabilities and creativity
 III. Research method
  3.1. Sample and data collection
  3.2. Measures
  3.3. Common method bias
 IV. Results
  4.1. Scale-reliability and convergent and discriminant validity
  4.2. Structural model estimation results: Main effects
  4.3. Regression analysis: Moderating effects
  4.4. Control variables and Creativity
 V. Discussion
  5.1. Theoretical implications
  5.2. Managerial implications
  5.3. Limitation and future research
 Reference

키워드

저자

• Hyun Jung Lee [ Lecturer, School of Business, Ewha Womans University ]
• Jae H. Pae [ Professor, School of Business, Ewha Womans University ]
• Subin Im [ Associate Professor, School of Business, Yonsei University ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  마케팅관리연구 [Journal of Marketing Management Research]

• 간기

  계간

• pISSN

  1229-7798

• 수록기간

  1995~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330