Abstract

ZAPATA SANCHEZ, José Luis; CAVAZOS ARROYO, Judith  and  MORENO, Yésica Mayett. Acquisition and transfer of tacit knowledge of marketing in small and medium hotels. Contad. Adm [online]. 2018, vol.63, n.2. ISSN 0186-1042.  https://doi.org/10.22201/fca.24488410e.2018.1364.

The aim of this research was to analyze the effect of absorption capacity, an open culture of collabo- ration, trust between co-workers and communication media richness on the acquisition of tacit marketing knowledge, as well as its impact on tacit marketing knowledge transfer. A quantitative and cross-sectional research was carried out among the employees of small and medium-sized hotels in Playa del Carmen, Quintana Roo, applying a personal survey to 229 employees selected for convenience, who work in the hotel sector. The statistical technique of structural equations was used to analyze the effect of variables on the transfer of tacit marketing knowledge. The results showed that trust in co-workers and communication media richness have a direct and positive impact on the acquisition of tacit marketing knowledge and, in turn, on the transfer of tacit marketing knowledge. The theoretical and applied implications of the results were discussed.

Keywords : Tacit knowledge; Knowledge transfer; Marketing; Human talent; D83; M31; J24; C3.

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