Title: Assessment of knowledge management processes in the marketing department of enterprises in Georgia: effects of ISO 9001 certification

Authors: Ahmet Demir; Maka Jebirashvili; Arian Matin

Addresses: Tishk International University, Chaq Chaq, Qularaisi, Sulaymaniyah, Iraq Sulaimani, Iraq ' International Black Sea University, David Agmashenebeli Alley, Tbilisi, Georgia ' International Black Sea University, David Agmashenebeli Alley, Tbilisi, Georgia

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.

Keywords: knowledge management; marketing processes; marketing operations; marketing planning; marketing monitoring; ISO 9001 certification.

DOI: 10.1504/IJKMS.2024.141562

International Journal of Knowledge Management Studies, 2024 Vol.15 No.2, pp.225 - 262

Accepted: 28 Feb 2024
Published online: 23 Sep 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article