Market Knowledge Management Research Articles

Know Before You Go

Describes how an underused internal information service serving a small business advice organization was revitalized by the introduction of identifiable information products instead of simply providing general information services. Focuses on one product, Know Before You Go, a briefing report supplied to business advisers in advance of their company visits and set out in a standard format. Lists and describes the main external business information services and publications that staff use to compile it. Emphasizes the importance of marketing this service internally and securing senior management buy-in first, and demonstrates its impact in terms of increased use of the service. Explains how the information staff developed their skills beyond merely sourcing and supplying information to include measurable analytical skills. As a result the information unit has been able to acquire new responsibilities, including website content, management of primary market research and knowledge management.

Relationships Market Orientation and Firm Performance : Mediating Role of Innovations in Market Knowledge and Product Development Management

Relationships Market Orientation and Firm Performance : Mediating Role of Innovations in Market Knowledge and Product Development Management

New Product Development Performance and the Interaction of Cross‐Functional Integration and Knowledge Management

Previous research on cross‐functional integration between research and development (R&D) and marketing has focused on the development of appropriate structural modes and levels of integration and cooperation across the R&D–marketing interface. A gap in the previous research in this area has been the failure to investigate the integration of information from past related product development projects (i.e., knowledge management). In this investigation of R&D–marketing integration, variables from the emerging research literature on organizational learning and knowledge management are examined. By simultaneously investigating the effects of knowledge management variables and R&D–marketing integration, this gap in the literature is addressed. The results demonstrate that the combined effects of R&D–marketing integration and knowledge management in the form of recording, retrieving, and reviewing information from past projects results in interaction effects. In 8 of 18 tests interactions were found. In 6 of 18 tests these resulted in the form of amplification effects with dependent variables such as product prototype development proficiency, product launch proficiency, technological core competency fit, and design change frequency.

Marketing Knowledge Management in Strategic Adoption of a CRM Solutions: Global Supports and Applications in Europe

From the beginning of the 1990s, the business world has been talking about Knowledge Management (KM). Information Technologies (network technologies and local databases) have provided new tools to better perform the activity of using (codify and store) and sharing knowledge (modern Knowledge Management System). Technology can help to enable greater process standardization and automation in the Knowledge Integration among the marketing processes. The first core point of this article is to identify the key areas where technology can drive greater efficiency and effectiveness on the development of the relational softwares as Customer Relationship Management. The second key point is the analysis and the creation of a future scenario based on a KM-based Customer Relationship Management framework throughout the integration between strategic and operative supports.

Seeking synergy: Theory and practice of education and research in public relations and communication management in Estonia

The Bachelor's degree programme in public relations was initiated at the University of Tartu in 1996. Public relations is taught in the context of organizational and marketing communication, political communication, and knowledge management. This new speciality has broadened the scope of academic research in the field of communications beyond traditional media research. Today, approximately 100 students are enrolled at the Bachelor's degree level, and twenty students at the Master's degree level in the public relations field. The Department of Journalism and Communication is the only center in Estonia for research in communication, public relations, and journalism. Research in public relations is strongly integrated with practice. All the lecturers in the field of public relations at the University of Tartu have had continuous practical experience in different business fields. In addition, the university's image is a guarantee of professional quality.