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In this study, we evaluate different views of MKM and its role to reach SCA within banking industry. This research is relatively the scarce empirical study and adds to its originality. | The effect of marketing knowledge management on sustainable competitive advantage Evidence from banking industry Accounting 1 2015 69 88 Contents lists available at GrowingScience Accounting homepage www.GrowingScience.com ac ac.html The effect of marketing knowledge management on sustainable competitive advantage Evidence from banking industry Fatemeh Rezaee and Mostafa Jafari Department of Industrial Engineering Digital Unit Iran University of Science amp Technology Tehran Iran CHRONICLE ABSTRACT Article history Nowadays the importance of achieving sustainable organization with competitive advantage Received June 5 2015 in complex environments has many researchers interest. So in this study we evaluate Received in revised format different views of MKM and its role to reach SCA within banking industry. This research is August 16 2015 relatively the scarce empirical study and adds to its originality. The findings offer valuable Accepted December 3 2015 Available online insights on the generalizability of MKM in a research setting. In fact the purpose of this study December 3 2015 is to empirically test the effect of the marketing knowledge management MKM on sustainable Keywords competitive advantage SCA within banking industry of Iran. A valid research instrument was Marketing knowledge utilized to conduct a survey of 150 top- and middle-level managers from Mellat bank of Iran management MBI . With a response rate of 81.3 percent 122 questionnaires were returned the number of Sustainable competitive valid and usable questionnaires was 101. Using exploratory and confirmatory factor analyses advantage MKM were classified into organizational strategies culture and performance of senior Structural equation modelling manager information technology IT research and development R amp D internal customer Banking industry personnel and external customer client . Moreover MBI SCA was classified into three dimensions market customer finance. Structural equation modelling was
