Influence of Knowledge Sharing Between Units In Marketing Division Toward Marketing Performance

• Main Author: MUHAMAD IQBAL AKBAR ASFAR (NIM : NIM :23407046), ANDI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21049
• Institution: Institut Teknologi Bandung

Knowledge sharing by Lin (2007), Hsu (2006) dan Willem & Buelens (2009) is an interaction culture between employees to share knowledge, experience, information, and skill from one unit which affects other unit. Intangible and tangible assets in knowledge sharing process according by Hsu (2008) and Matzler et al., (2008) that must be managed properly to give better contribution toward organization’s performance and become source of competitive advantage. Survey from MarkPlus in 2007 and Asian Most Admired Knowledge (MAKE) award in 2008 that lack of marketing staff’s competence and the weak knowledge management process in Indonesia are symptoms which are caused by less effective application of knowledge management, including knowledge sharing process, in conducting collaboration and interaction activity between all of organization community. Knowledge sharing according by Shi & Yip (2007) and Biemans et al., (2009) that has the main role in knowledge bonding and internalizing process into organization, especially in marketing performance improvement related to market information and knowledge which are shared between unit’s members of the division. A knowledge sharing process model will give contribution to organization in managing and improving organization’s performance, especially product marketing performance. This research explains about a knowledge sharing process model between units which focuses on improvement of marketing performance in marketing division. This model is design by elaborating various factors which the supporting of knowledge sharing process related to organization’s marketing performance. This model consists of eight constructs that are the characteristics of the source, the characteristic of the recipient, the environmental, the organizational, the medium, the technology, knowledge sharing, and the marketing performance. Model is validated in 4 retail companys which has multiple marketing units. Validation is carried out by 24 questionnaire distributed to respondents who are members of unit in marketing division. Processed of data are 18 unit respondents data. The data is processed by Structural Equation Modeling method with the Partial Least Square approach. The result shows that factors which influence toward marketing performance in knowledge sharing process between units in marketing division are experience, the capability to retain and maintain knowledge, the regulation system, culture distance, informal medium, technology capability, knowledge understanding dan similiarity, and promote capability.