Intellectual capital and effect on marketing performance an empirical study in Jordanian pharmaceutical industrial firms

Abstract

This study focuses on intellectual capital and its effect on marketing Perfor-mance through an economy based on knowledge.  This study aims to determine the role of intellectual capital and its different dimensions (human capital; structural capital and technological capital) in the company of our study.  A questionnaire was developed to ensure the relationship between the independent and dependent variables (marketing Performance).

The hypotheses were tested using SPSS statistical software, the analyzes results to several outcomes including the existence of a statistically significant relationship between the intellectual capital and marketing Performance.  One of the most important recommendations of the study is to increase attention to and management of intellectual capital, and it must be managed as an important source to achieve excellence, and the need to deal with intellectual capital as the most important strategic resource possessed by the company, and maintain the continuity of the active component in light of the tremendous technological development that the business environment.