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Untold Intelligence: Tacit Knowledge and Marketing Success

Author

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  • Moin Ahmad Moon

    (Air University School of Management, Air University Multan Campus, Pakistan)

  • Ansar Abbas

    (Air University School of Management, Air University Multan Campus, Pakistan)

Abstract

Salespersons are a source of invaluable market knowledge that can help change the course of organisational strategy. However, research on extracting this knowledge is scarce. Therefore, this research aims to develop and empirically test a model that explains the tacit knowledge exchange process between salespersons and marketing. Data were collected from 224 randomly selected business-to-business and business-to-consumer salespersons (boundary spanners) of commercial banks in Pakistan. Structural equation modelling (SEM) via maximum likelihood estimation (MLE) was conducted using AMOS 24. Except for inter-functional communication quality and inter-functional conflict, all antecedents significantly influence tacit knowledge exchange. Tacit knowledge exchange significantly affects relative efficiency, marketing program innovation and relative effectiveness. Training programs that bring together the sales and marketing employees to increase trust, increase socialisation opportunities and increase task conflict may strengthen the tacit knowledge exchange process in the banking sector.

Suggested Citation

  • Moin Ahmad Moon & Ansar Abbas, 2024. "Untold Intelligence: Tacit Knowledge and Marketing Success," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 23(05), pages 1-24, October.
    • Handle: RePEc:wsi:jikmxx:v:23:y:2024:i:05:n:s0219649224500679
    DOI: 10.1142/S0219649224500679
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