The role of open knowledge management in driving marketing innovation within organizations: The mediating role of technology empowerment

Type of the article: Research ArticleAbstract Open knowledge management has become a strategy for enhancing marketing innovation using internal and external knowledge resources. This study aims to examine the impact of open knowledge management on marketing innovation in an organization and the mediating role of technology empowerment in this relationship. This study adopts a quantitative research approach. Data were collected from November 2024 to April 2025 using structured questionnaires and semi-structured interviews with 150 marketing professionals representing a variety of industries in the Iraqi city of Nineveh. The results indicate that collaboration has a positive and significant effect on marketing innovation (β = 0.121, p < 0.011). Similarly, collaboration has a positive and significant effect on technological empowerment (β = 0.317, p < 0.000). In addition, accessibility to knowledge has a strong effect on marketing innovation (β = 0.080, p < 0.012) and technological empowerment (β = 0.210, p < 0.002). The mediating role of technological empowerment has a significant effect between open knowledge management and marketing innovation (β = 0.382, p < 0.000). Knowledge sharing has no significant impact on marketing innovation (β = 0.069, p < 0.065). On the other hand, knowledge sharing has a significant effect on technology empowerment (β = 0.181, p < 0.026). The findings highlight the need for managers to achieve a competitive advantage through significant impacts and knowledge-based strategies.