Transfer of Marketing Knowledge in SMEs

  • Ionuţ Magdalena Valahia University, Târgoviste, Romania
  • Andreea Mocanu Valahia University, Târgoviste, Romania
Keywords: parents, high school students drug use, information, prevention


The purpose of this paper was to investigate the differences in adolescentsʼ parentsʼ perception regarding the illegal drugs and drugs consumption among the adolescents. In order to carry out the research, a sociological questionnaire was developed, subsecvently to a qualitative information obtained by organizing 6 focus groups. The field survey was conducted in the municipality of Arad consisted of polling through the questionnaire technique a number of 204 families of students from 12 high schools. The results showed significant differences at thresholds of less than 0.05 between the group with high school and university degrees for variable knowledge and symptoms, between the parent group of Catholic religion and the other two groups (Orthodox and neo-Protestant) for knowledge and drug variables and also significant differences depending of the family structure. Furthermore, there were no significant differences between groups regarding the financial level of the families and the living environment.

During the research there was also followed the perspective of the parents of adolescents on the most used drugs among the students: in their opinion, the most used drugs are marijuana and ethnobotanical, with 120, respectively 113 points, followed by ecstasy and cocaine, with 75, respectively 64 points, and on the last places on consumption are the other types of drugs tested, with scores below 35 points. The result of Chi-square test showed that the values of χ² are statistically significant for all drug categories, except for ethnobotanicals, in other words, the results can be generalized to the entire population.


[1] Alexander R. Implicit, Tacit, or Explicit: All Knowledge Is Valuable. Bloomfire [Internet]. 2018 Jan 16 [cited 2020 Jul 11]. Available from:
[2] Braun S, Hadwiger K. Knowledge transfer from research to industry (SMEs) – An example from the food sector. Trends in Food Science & Technology [Internet]. 2011 [cited 2020 Jul 11];22:S90–S96. Available from:
[3] Danciu V, Grigorescu A. Marketing–Metodologie şi practică. Lugoj: Editura Dacia Europa Nova; 2000.
[4] Drucker PF. Innovation and Entrepreneurship. Harper & Row; 1986.
[5] Goh S. Managing effective knowledge transfer: an integrative framework and some practice implications. Journal of Knowledge Management [Internet]. 2002 Mar 1 [cited 2020 Aug 18];6(1):23-30. Available from:
[6] Grigorescu A, Bob CA, Dobrescu EM. Marketingul afacerilor publice şi private. Uranus; 2007.
[7] Grigorescu A. Public and Private Marketing – Link Between Business Environment and Public Administration. In: Bulz N, Stoica M, Mulej M, et al., editors. Proceedings of The WOSC 13th INTERNATIONAL CONGRESS of CYBERNETICS and SYSTEMS. Slovenia, Maribor: Faculty of Economics and Business. 2005.
[8] Hanvanich S, Dröge C, Calantone R. Reconceptualizing the meaning and domain of marketing knowledge. Journal of Knowledge Management [Internet]. 2003 [cited 2020 Aug 18];7(4):124-135. Available from:
[9] Jennifer H, Horvath JA, Forsythe G, Snook S, Williams W. Tacit Knowledge in Military Leadership: Evidence of Construct Validity. 1998.
[10] Kohlbacher F. International Marketing in the Network Economy. A Knowledge-Based Approach. New York: Palgrave Macmillan; 2007.
[11] Kohlbacher F. Knowledge-based marketing: Building and sustaining competitive advantage through knowledge co-creation. International Journal of Management and Decision Making [Internet]. 2008 [cited 2020 Jul 11];9(6):617-645. Available from:
[12] Kotler P. Armstrong G. Cunningham MH. Principles of marketing. Toronto: Pearson Prentice Hall; 2008.
[13] Lave J, Wenger E. Situated Learning: Legitimate Peripheral Participation. Cambridge: Cambridge University Press; 1991.
[14] Lee JN. The impact of knowledge sharing, organizational capability and partnership quality on IS outsourcing success. Information & Management [Internet]. 2001 [cited 2020 Aug 18];38:323-335. Available from:
[15] Rayees F. A conceptual model of knowledge sharing. International Journal of Innovation Science [Internet]. 2018 [cited 2020 Aug 18];10(2):238-260. Available from:
[16] Rossiter JR. What Is Marketing Knowledge?: Stage I: forms of marketing knowledge. Marketing Theory [Internet]. 2001 [cited 2020 Aug 18];1(1):9–26. Available from:
[17] Roth EA, Anthony SD, Christensen CM. Seeing What's Next: Using the Theories of Innovation to Predict Industry Change. Harvard Business Review Press; 2004. 352 pages.
[18] State of California. Knowledge transfer guidebook [Internet]. CA. Gov; 2020 [cited 2020 Aug 18]. Available from:
[19] Sternberg RJ, Wagner RK, Williams WM, Horvath JA. Testing common sense. American Psychologist [Internet]. 1995 [cited 2020 Aug 18];50(11):912-927. Available from:
[20] Utterback JM. Mastering the Dynamics of Innovation. Harvard Business Review Press; 1996. 288 pages.
[21] Verganti R. Design-driven innovation: Changing the rules of competition by radically innovating what things mean. Boston: Harvard Business Press; 2009. p. 55.
[22] Weisberg RW. Creativity: Understanding Innovation in Problem Solving, Science, Invention, and the Arts. John Wiley & Sons; 2006. 240 pages.
[23] Zonooz B, Farzam V, Satarifar M, Bakshi L. The Relationship between Knowledge Transfer and Competitiveness in "SMEs" with Emphasis on Absorptive Capacity and Combinative Capabilities. International Business and Management [Internet]. 2011 [cited 2020 Jul 11];2(1):59-85. Available from:
[24] About the Organizational Culture Assessment Instrument (OCAI) [Internet]. Netherlands: OCAI online; [cited 2020 Jul 11]. Available from:
[25] Customer Relationship | meaning in the Cambridge English Dictionary [Internet]. [cited 2020 July 11]. Available from:
[26] What is Product Development? [Internet]. ProductPlan [cited 2020 July 11]. Available from:
How to Cite
Magdalena, I., & Mocanu, A. (2020). Transfer of Marketing Knowledge in SMEs. LUMEN Proceedings, 14, 187-204.