Smart Human Capital And Organizational Learning: The Key To Developing Innovative Marketing Strategies

This study investigates the pivotal role of smart human capital and organizational learning in fostering innovative marketing strategies within technology-driven business environments. Smart human capital refers to employees with advanced analytical skills, technological proficiency (e.g., expertise in data analytics), and creative problem-solving capabilities, enabling them to adapt to market changes swiftly. Organizational learning involves systematic processes through which firms acquire, share, and apply knowledge to improve performance and innovation. The research examines how these factors jointly contribute to marketing innovation, such as developing targeted campaigns or leveraging digital tools for customer engagement. Employing a descriptive-correlational design, data were collected from ۱۲۰ senior and mid-level managers in marketing departments of technology and service firms in Tehran, Iran, between January ۱۵ and February ۱۵, ۲۰۲۵. A structured questionnaire measured smart human capital, organizational learning, and marketing innovation using validated scales, with responses on a ۵-point Likert scale. Analysis via SPSS and AMOS revealed significant relationships: smart human capital directly influenced marketing innovation (β = ۰.۷۵), organizational learning mediated this effect (β = ۰.۵۸), and their combined impact was substantial (β = ۰.۸۲), explaining ۸۲% of variance in innovation outcomes. Challenges, including skill gaps and resistance to new learning practices, were identified as barriers. Recommendations include implementing continuous training programs and fostering a knowledge-sharing culture to overcome resistance and enhance innovation. Limitations include the Tehran-centric sample and cross-sectional design, suggesting future longitudinal studies across diverse regions to explore sustained impacts on marketing innovation in emerging markets.

کلیدواژه ها:

Smart human capital ، organizational learning ، marketing innovation ، strategy development ، knowledge management