Showcasing knowledge: The promotion of knowledge management in a technology‐based organization

Abstract

This paper aims to investigate how knowledge management is promoted in the practices of a technology‐based organization with the support of the tools and resources of internal marketing and internal communication. We conducted a basic qualitative research with empirical data collected in a large organization in Brazil and analyzed it through the general analytic strategy. The main findings reveal that knowledge management can be promoted and showcased internally by the techniques and approaches of internal marketing and internal communication, in a similar way to an internal advertising agency. However, some key features are not being used systematically, suggesting a lack of vision in its applicability to the internal audience. The results also reveal the lack of functional attribution and of intentional awareness about the promotion of knowledge management targeted to the second generation of knowledge management, more oriented to the creation of knowledge in a technology‐based organization.