Assessment of knowledge management processes in the marketing department of enterprises in Georgia: effects of ISO 9001 certification
by Ahmet Demir; Maka Jebirashvili; Arian Matin
International Journal of Knowledge Management Studies (IJKMS), Vol. 15, No. 2, 2024

Abstract: Knowledge management's significance in modern business is undeniable, particularly in information-dependent marketing departments. However, empirical research on knowledge management in marketing remains insufficient. This study explores the impact of knowledge management on marketing processes and the moderating role of ISO 9001 certification. Data from a survey of 150 Georgian companies' employees were analysed using a structural equation model. Results indicate that information management significantly influences marketing planning, operations, and monitoring, with some moderation by ISO 9001 certification. Despite knowledge management being a globally popular subject, research in this field is lacking in Georgia. Therefore, investigating knowledge management processes and outcomes in the knowledge-based marketing department is crucial for both academic contributions and managerial insights. This study was motivated by the dearth of research on how strengthening knowledge management processes (knowledge creation, storage, sharing, and reuse) impacts marketing planning, operations, and monitoring.

Online publication date: Mon, 23-Sep-2024

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