إدارة المعرفة وأثرها على الابتكار التسويقي: دراسة على القطاع المصرفي السوداني

الملخص EN

This study aimed to identify the reality of the business practices of service organizations to the process of knowledge management and its relationship with marketing innovation, the target of this study was a sample of Sudanese banks’ staff located in Khartoum, the descriptive analytical methodology was adopted in this study, the questionnaire was a key instrument to collect data from a simple random sample, (170) questionnaires were distributed with (95.8%) recalled as a response rate, through the literature review several hypotheses were formulated to measure this effect, the data was statistically analyzed by smart PLS, therefore the results showed that there is a positive relationship between the application of knowledge and innovation in service, and also there is a positive relationship between knowledge sharing and innovation in the physical evidence, hence the study reached several recommendations, including the need for increasing the awareness of knowledge management’s importance among business organizations and its role in the development of these organizations, as well as establishing the culture of innovation, especially in the marketing aspect as an important element to guarantee the sustainability and continuity of the growth of these organizations.