Knowledge Management and Marketing Innovation Impact on Manufacturing Firms Performance in Ethiopia

Elias Shetemam Beshir, Bayelign Abebe Zelalem

Abstract


The study aims to examine the joint impact of knowledge management and marketing innovation on manufacturing companies’ performance in Bahir-Dar, Ethiopia. The study employed a quantitative research approach and an explanatory research design. Stratified and simple random sampling techniques were used to pick a sample of 341 respondents from 20 firms based on the Krejcie and Morgan table formula. Structural equation modeling and AMOS software version 23 were used to analyze the data. The founding shows knowledge management has a direct impact on manufacturing firm performance. The study also revealed marketing innovation has a positive direct impact on business performance. Although, marketing innovation has a positive and significant effect on manufacturing firm performance managers should have to focus more on knowledge management strategy since, it boosts firm performance more in relative.


DOIhttps://doi.org/10.54663/2182-9306.2022.v10.n19.36-65



Keywords


Knowledge management, marketing innovation, firm performance and Ethiopia.

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Copyright (c) 2022 Elias Shetemam Beshir

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2

REBIB: Q2


Indexing:

Web of Science - Emerging Sources Citation Index - Clarivate Analytics

Journal Citation Reports (JCR) 2021

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