Merchandising/Marketing/Retailing: Management

Knowledge Management, Competitive Advantage, and Organizational Performance in the Fashion Retail Industry: Examining the Moderating Effect of Product Complexity

---

Abstract

This study investigates the relationships between knowledge management capabilities (KMC), competitive advantage (CA), and organizational performance (OP) in the fashion retail industry, examining product complexity (PRC) as a moderator. Using the knowledge-based view theory, an online survey of 322 fashion retail professionals tested several hypotheses. Results showed knowledge infrastructure capabilities positively impact CA and OP, while knowledge process capabilities only directly enhanced OP. CA was also found to increase OP. PRC did not moderate the KMC-CA relationships but positively moderated the influence of knowledge process capabilities on OP. Meanwhile, higher PRC negatively impacted the CA-OP relationship. Additional findings revealed PRC directly increased CA and OP. The research highlights the critical role of KMC, especially knowledge processes, in improving fashion retail performance despite growing product complexity. It provides meaningful implications for retailers seeking to leverage knowledge and data to sustain success in an increasingly complex landscape.

Keywords: knowledge management, competitive advantage, organizational performance, fashion retail industry

How to Cite:

Rana, M. & Youn, S., (2024) “Knowledge Management, Competitive Advantage, and Organizational Performance in the Fashion Retail Industry: Examining the Moderating Effect of Product Complexity”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17419