An Investigation of the Effect of Tacit Knowledge Exchange on the Marketing Performance in Agricultural Production Cooperatives in Isfahan Province

Abstract

In the process of supplying agricultural products to the sale market (system of production to consumption), proper marketing operations are particular importance, so that successful marketing performance was considered as a goal of rural and agricultural development. On the other hand, knowledge management as one of the most important factors influencing the performance of companies and especially the marketing performance that has always been a concern of researchers. The purpose of this study was to investigate the effect of tacit knowledge exchange on marketing performance in agricultural production cooperatives in Isfahan province. This research was a descriptive-survey method. The statistical population of the research was the managers of agricultural cooperatives in Isfahan Province, which is 580 people. By simple random sampling, 230 people were selected as Krejcie Morgant Table. For data analysis, WarpPLS software was used. The results of the research showed that the exchange of tacit knowledge between different sectors of cooperative companies has a positive and significant effect on marketing performance of these companies. Also, the positive and significant impact of top manager support, trust among employees, social opportunities, coordination of functional sectors and the quality of inter-institutional communication on the tacit knowledge exchange in these companies was confirmed. According to the results of the research, the support of top managers and the quality of inter-sectoral communications with the path coefficients (0.42 and 0.19) respectively had the most and the least direct effect on the exchange of tacit knowledge in cooperative companies