Customer knowledge management in international project: a case study

Abstract

PurposeThis paper aims to examine how customer knowledge management (CKM) be implemented in international projects between the UK and China in practice, with a focus on the marketing process application, i.e. how analytical CKM systems are used to support customer knowledge (CK) acquisition.Design/methodology/approachThe case study practice of CKM application is based upon examining qualitative results reported from a two‐year study of CKM applications in an UK education service provider. An evaluation of CKM analytical functions provided by the international marketing team from the UK and its China counterparts in international joint education projects. A conceptual model of an analytical CKM system for CKM in this UK‐China environment is developed from the findings and literature review.FindingsUK‐China related CKM research is relatively new. Current CKM researches are dominated by Western cases and theories. China related international joint projects in this case study suggest that cultural factors play important roles in successful marketing. Meanwhile, CKM provides key factors in the implementation system.Practical implicationsThe findings shed light on the potential areas in which organisations can practically use CKM in international joint projects. The application of analytical CKM was investigated to build up a CKM model in practice. The paper also provides guidance for the service industry as how an analytical CKM system needs to be developed to support marketing process.Originality/valueThe latest findings on CKM application in this UK‐China case study are reported. An innovative analytical CKM model is proposed for marketing process, i.e. environmental influences, value specification, solution development and customer development. Key factors, such as knowledge about, for and from customer in CKM are examined.