0000000000064063
AUTHOR
Pilar Fidel
EFFECTS OF CUSTOMER KNOWLEDGE MANAGEMENT AND CUSTOMER ORIENTATION ON INNOVATION CAPACITY AND MARKETING RESULTS IN SMEs: THE MEDIATING ROLE OF INNOVATION ORIENTATION
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…
Collaborating to innovate: Effects on customer knowledge management and performance
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…
Customer’s role in knowledge management and in the innovation process: effects on innovation capacity and marketing results
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…