Mediation Impact of Marketing Intelligence in the Relationship between Technology Based Knowledge Sharing and Product Innovation

Abstract

Technology based knowledge sharing and marketing intelligence have both emerged as an important driver to deliver innovative products comparing with competitors. The study seeks to identify not only the impact of Technology based knowledge sharing and marketing intelligence on product innovation, but to examine the mediation impact of marketing intelligence between study variables as well. A convenience sampling technique of (106) senior and middle managers who are dealing with knowledge sharing practices and marketing intelligence in Jordanian pharmaceutical companies is described. The findings confirmed the mediation effect of marketing intelligence in the relationship between study variables. Therefore, adoption Technology based knowledge sharing and marketing intelligence could create innovative product.