0000000000064063

AUTHOR

Pilar Fidel

showing 3 related works from this author

EFFECTS OF CUSTOMER KNOWLEDGE MANAGEMENT AND CUSTOMER ORIENTATION ON INNOVATION CAPACITY AND MARKETING RESULTS IN SMEs: THE MEDIATING ROLE OF INNOVAT…

2018

Managing customer knowledge is a key of source for SMEs. The principal aim of this paper is to provide empirical evidence on the direct effects of two specific strategic resources: customer orientation and customer knowledge management (CKM), on innovation capacity and marketing results in SMEs. The study also examines the role of innovation orientation as a mediator between customer orientation and CKM. For this purpose, a structural model was proposed and tested through an empirical investigation with variance-based structural equation modeling (PLS) using a sample made up of 210 Spanish SMEs. The findings highlight the relevance of CKM and customer orientation as important strategic res…

Customer knowledgeCustomer knowledge managementStrategy and Management05 social sciencescustomer orientationSample (statistics)Variance (accounting)Orientation (graph theory)Structural equation modelingManagement of Technology and Innovation0502 economics and businessMediation050211 marketingRelevance (information retrieval)innovation orientationBusinessBusiness and International ManagementMarketinginnovation capacityEmpirical evidence050203 business & managementInternational Journal of Innovation Management
researchProduct

Collaborating to innovate: Effects on customer knowledge management and performance

2015

Abstract Scholars regard customer knowledge management (CKM) as a strategic resource for businesses to improve innovation, facilitate the detection of new market opportunities, and support long-term customer relationship management. However, literature suffers from a lack of understanding of customer collaboration's role in the innovation process and innovation orientation in CKM. Accordingly, this paper tests a model examining how both variables act as antecedents of CKM. The model also explores CKM and customer collaboration's effect on marketing results. Findings have important academic and managerial implications, and show that collaboration with customers and openness to innovation are…

MarketingVoice of the customerCustomer retentionCustomer advocacyResource (project management)Knowledge managementbusiness.industryMarketingCustomer relationship managementCustomer to customerbusinessCustomer intelligenceRelationship marketingJournal of Business Research
researchProduct

Customer’s role in knowledge management and in the innovation process: effects on innovation capacity and marketing results

2016

Scholars have acknowledged customer knowledge management (CKM) as a key strategic resource for improving innovation and supporting long-term customer relationship management. This study provides a deeper understanding of the internal antecedents of business innovation capacity overcoming previous approaches. A model that had not previously been tested was used to analyse the role of customer collaboration and CKM – measured as a second-order construct – in innovation processes and marketing results. To test the model, structural equation modelling (partial least squares) was applied to a random sample of 210 Spanish companies. Results confirm that CKM and customer collaboration are antecede…

Customer retentionKnowledge managementbusiness.industryKnowledge economy05 social sciencesLibrary and Information SciencesCustomer relationship managementManagement Information SystemsKnowledge sharingCustomer advocacyManagement of Technology and Innovation0502 economics and business050211 marketingBusiness and International ManagementMarketingbusinessCustomer to customerCustomer intelligenceRelationship marketing050203 business & managementKnowledge Management Research & Practice
researchProduct