The Innovative Social Technologies and Their Impact on Knowledge Management Processes

Abstract

Innovative social technologies, especially new communication technologies, allows for improving knowledge management processes. One of the managerial tools of communication in specific places are different e-technologies as well as artificial intelligence, which could be used in the consumer approach process as well as the supply side approach. The concept of ambient intelligence means a creation of the clusters of intelligence of high-tech environments—artificial intelligence, business modeling, and brand models application. This concept corresponds to the new age based on the “mobilization of ideas, knowledge and expectations” and technologies, which can be used also in branding, as for instance, experience economy concepts. The proposed chapter will deal with the concepts of the innovative social technologies and branding approaches in form of different models. This is a conceptual research approach, which can be applied in the exploratory study in several countries or used for specific research purposes.