Purpose

This study aims to investigate the key roles of human and relational capital in the export orientation and competitiveness of knowledge-intensive cooperative companies. It is also aimed to examine the moderating role of marketing knowledge capabilities.

Design/methodology/approach

Data from 552 managers at 86 companies, selected from knowledge-intensive export cooperatives, were analyzed with structural equation modeling with the partial least squares approach.

Findings

Results indicate that both human and relational capital exert considerable effects on competitiveness. Export orientation was a driving factor for cooperatives’ competitiveness. Human and relational capital fostered the effects of export orientation on competitiveness. Moreover, marketing knowledge capabilities were found to moderate the relationships between human and relational capital and export orientation, as well as between export orientation and competitiveness.

Originality/value

By highlighting the role of human capital and relational capital in export orientation and competitiveness, this study offers an analysis of important managerial processes within cooperative companies, which have not been sufficiently addressed in previous research. This research also demonstrated the moderating role of marketing knowledge capabilities in strengthening relationships between human and relational capital and export orientation, as well as between export orientation and competitiveness, which has been neglected in previous studies. These findings provide academics and practitioners with a new framework for examining the relationships between these constructs, which will enable them to establish strategies for achieving a competitive advantage.

中文翻译：

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人力资本和关系资本影响知识密集型企业的竞争力吗？出口导向和营销知识能力的作用

目的

本研究旨在探讨人力资本和关系资本在知识密集型合作企业的出口导向和竞争力中的关键作用。它还旨在检验营销知识能力的调节作用。

设计/方法论/途径

使用偏最小二乘法的结构方程模型对来自知识密集型出口合作社的 86 家公司的 552 名经理的数据进行了分析。

发现

结果表明，人力资本和关系资本对竞争力都有相当大的影响。出口导向是合作社竞争力的驱动因素。人力资本和关系资本促进了出口导向对竞争力的影响。此外，营销知识能力可以调节人力资本和关系资本与出口导向之间的关系，以及出口导向与竞争力之间的关系。

原创性/价值

通过强调人力资本和关系资本在出口导向和竞争力中的作用，本研究对合作公司内的重要管理流程进行了分析，这些流程在以前的研究中尚未得到充分解决。这项研究还证明了营销知识能力在加强人力资本和关系资本与出口导向之间以及出口导向与竞争力之间的关系方面的调节作用，而这一点在以前的研究中被忽视了。这些发现为学者和从业者提供了一个新的框架来检查这些结构之间的关系，这将使他们能够制定实现竞争优势的策略。