Exploring the prominent role of marketing knowledge in relationship betweenintellectual capital and organizational innovation

The purpose of this research is to design a model for the promotion of organizational innovation performance through customers’ capital management with consideration of mediating role of application of marketing knowledge. In this research, we have first reviewed the theoreticalconcepts and basis and then referring to previous studies and researches and then the metrics were extracted. The statistical population of this research included managers and experts in Iran Khodro ndustrial Group in Iran. Results indicated that product innovation, process innovation and finally management innovation led to improvement of organizational innovation respectively via customer capital management and application of marketing knowledge. Results also indicated that customer capital directly effects product innovation, process innovation and management innovation respectively

کلیدواژه ها:

Customer capital ، Intellectual capital ، marketing knowledge ، organizational innovation