<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422021000100007</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2020.2393</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[The mediating effect of knowledge exploitability and organizational agility on the relationship between marketing adaptation strategy and sustainable competitive advantage]]></article-title>
<article-title xml:lang="es"><![CDATA[El efecto mediador de la explotación del conocimiento y la agilidad organizacional en la relación entre la estrategia de adaptación del marketing y la ventaja competitiva sostenible]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Nurcholis]]></surname>
<given-names><![CDATA[Lutfi]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universitas Islam Sultan Agung  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Indonesia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2021</year>
</pub-date>
<volume>66</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422021000100007&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422021000100007&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422021000100007&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This paper aims to investigate the mediating effect of knowledge exploitability (KE) and organizational agility (OA) on the relationship between new market exploration (NME), development of marketing programs (DMP), and product diversity (PD) with a sustainable competitive advantage (SCA). Data were collected from 189 Batik SMEs in Indonesia and were analyzed using Structural Equation Modeling (SEM). The result shows that new market exploration and development of marketing programs significantly affect knowledge exploitability, product diversity significantly affects organizational agility, knowledge exploitability, and organizational agility significantly affect sustainable competitive advantage. Furthermore, knowledge exploitability and organizational agility are proven to mediate the correlation between new market exploration, development of marketing programs, and product diversity with a sustainable competitive advantage.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo tiene como objetivo investigar el efecto mediador de la explotación del conocimiento (KE) y la agilidad organizacional (OA) en la relación entre la exploración de nuevos mercados (NME), el desarrollo de programas de marketing (DMP) y la diversidad de productos (PD) con una ventaja competitiva sostenible. (SCA). Se recopilaron datos de 189 PYME de Batik en Indonesia y se analizaron mediante el modelo de ecuaciones estructurales (SEM). El resultado muestra que la exploración de nuevos mercados y el desarrollo de programas de marketing afectan significativamente la explotación del conocimiento, la diversidad de productos afecta significativamente la agilidad organizacional, la explotación del conocimiento y la agilidad organizacional afectan significativamente la ventaja competitiva sostenible. Además, se ha demostrado que la explotación del conocimiento y la agilidad organizativa median la correlación entre la exploración de nuevos mercados, el desarrollo de programas de marketing y la diversidad de productos con una ventaja competitiva sostenible.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Knowledge exploitability]]></kwd>
<kwd lng="en"><![CDATA[Organizational agility]]></kwd>
<kwd lng="en"><![CDATA[Marketing adaptation strategy]]></kwd>
<kwd lng="en"><![CDATA[C30]]></kwd>
<kwd lng="en"><![CDATA[L60]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[Explotación del conocimiento]]></kwd>
<kwd lng="es"><![CDATA[Agilidad organizacional]]></kwd>
<kwd lng="es"><![CDATA[Estrategia de adaptación del marketing]]></kwd>
<kwd lng="es"><![CDATA[C30]]></kwd>
<kwd lng="es"><![CDATA[L60]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
</kwd-group>
</article-meta>
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