Marketing knowledge management, innovation process, learning capability, environmental dynamism and Nigerian SMEs marketing innovation performance

Marketing innovation is crucial to the success of Small and Medium Enterprises SMEs.As SMEs are faced with the challenge of globalization, it is the duty of managers to mobilize internal and external resources, and as well develop resources deployment capabilities.Equally, it is the duty of manager...

Full description

Bibliographic Details
Main Authors: Muddaha, Garba, Yeoh, Khar Kheng, Sulaiman, Yaty
Format: Conference or Workshop Item
Language:English
Published: 2017
Subjects:
Online Access:https://repo.uum.edu.my/id/eprint/23681/1/CBMM%202017%2069%2077.pdf
_version_ 1803628583687553024
author Muddaha, Garba
Yeoh, Khar Kheng
Sulaiman, Yaty
author_facet Muddaha, Garba
Yeoh, Khar Kheng
Sulaiman, Yaty
author_sort Muddaha, Garba
collection UUM
description Marketing innovation is crucial to the success of Small and Medium Enterprises SMEs.As SMEs are faced with the challenge of globalization, it is the duty of managers to mobilize internal and external resources, and as well develop resources deployment capabilities.Equally, it is the duty of managers to introduce new marketing strategies that will improve the overall marketing performance. Hence, marketing innovation is critical to SMEs` survival, while, lack of it may hamper their growth. Therefore, in line with Resource-Based View (RBV) and Dynamic Capability View (DCV), the study proposes that marketing knowledge management, innovation process and learning capability will promote marketing innovation performance of Nigerian SMEs.A framework that investigates the moderating effect of environmental dynamism on the relationship between marketing knowledge management, innovation process, learning capability and marketing innovation performance is developed. Based on the research framework, the study contributed to literature. In addition to theoretical contribution, the study also has some practical implications.First, the study will educate managers of SMEs on their roles in terms of resources mobilization and resources deployment capabilities.Second, the study will assist greatly in the re invigoration of Nigerian SMEs, particularly in the pursuit of marketing innovation performance and realization of corporate goals. Third, the study will help managers to focus towards reversing the trend of premature death of SMEs in Nigeria.
first_indexed 2024-07-04T06:24:16Z
format Conference or Workshop Item
id uum-23681
institution Universiti Utara Malaysia
language English
last_indexed 2024-07-04T06:24:16Z
publishDate 2017
record_format dspace
spelling uum-236812018-03-15T01:37:17Z https://repo.uum.edu.my/id/eprint/23681/ Marketing knowledge management, innovation process, learning capability, environmental dynamism and Nigerian SMEs marketing innovation performance Muddaha, Garba Yeoh, Khar Kheng Sulaiman, Yaty HD28 Management. Industrial Management Marketing innovation is crucial to the success of Small and Medium Enterprises SMEs.As SMEs are faced with the challenge of globalization, it is the duty of managers to mobilize internal and external resources, and as well develop resources deployment capabilities.Equally, it is the duty of managers to introduce new marketing strategies that will improve the overall marketing performance. Hence, marketing innovation is critical to SMEs` survival, while, lack of it may hamper their growth. Therefore, in line with Resource-Based View (RBV) and Dynamic Capability View (DCV), the study proposes that marketing knowledge management, innovation process and learning capability will promote marketing innovation performance of Nigerian SMEs.A framework that investigates the moderating effect of environmental dynamism on the relationship between marketing knowledge management, innovation process, learning capability and marketing innovation performance is developed. Based on the research framework, the study contributed to literature. In addition to theoretical contribution, the study also has some practical implications.First, the study will educate managers of SMEs on their roles in terms of resources mobilization and resources deployment capabilities.Second, the study will assist greatly in the re invigoration of Nigerian SMEs, particularly in the pursuit of marketing innovation performance and realization of corporate goals. Third, the study will help managers to focus towards reversing the trend of premature death of SMEs in Nigeria. 2017-10-29 Conference or Workshop Item PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/23681/1/CBMM%202017%2069%2077.pdf Muddaha, Garba and Yeoh, Khar Kheng and Sulaiman, Yaty (2017) Marketing knowledge management, innovation process, learning capability, environmental dynamism and Nigerian SMEs marketing innovation performance. In: 4th Conference on Business Management, 29 - 30 Oktober 2017, The Gurney Resprt Hotel & Recidences Penang, Malaysia..
spellingShingle HD28 Management. Industrial Management
Muddaha, Garba
Yeoh, Khar Kheng
Sulaiman, Yaty
Marketing knowledge management, innovation process, learning capability, environmental dynamism and Nigerian SMEs marketing innovation performance
title Marketing knowledge management, innovation process, learning capability, environmental dynamism and Nigerian SMEs marketing innovation performance
title_full Marketing knowledge management, innovation process, learning capability, environmental dynamism and Nigerian SMEs marketing innovation performance
title_fullStr Marketing knowledge management, innovation process, learning capability, environmental dynamism and Nigerian SMEs marketing innovation performance
title_full_unstemmed Marketing knowledge management, innovation process, learning capability, environmental dynamism and Nigerian SMEs marketing innovation performance
title_short Marketing knowledge management, innovation process, learning capability, environmental dynamism and Nigerian SMEs marketing innovation performance
title_sort marketing knowledge management innovation process learning capability environmental dynamism and nigerian smes marketing innovation performance
topic HD28 Management. Industrial Management
url https://repo.uum.edu.my/id/eprint/23681/1/CBMM%202017%2069%2077.pdf
work_keys_str_mv AT muddahagarba marketingknowledgemanagementinnovationprocesslearningcapabilityenvironmentaldynamismandnigeriansmesmarketinginnovationperformance
AT yeohkharkheng marketingknowledgemanagementinnovationprocesslearningcapabilityenvironmentaldynamismandnigeriansmesmarketinginnovationperformance
AT sulaimanyaty marketingknowledgemanagementinnovationprocesslearningcapabilityenvironmentaldynamismandnigeriansmesmarketinginnovationperformance