KNOWLEDGE MANAGEMENT EXPLORING THE FUNDAMENTAL THEORY EFFECT OF CORPORATE KNOWLEDGE MANAGEMENT FOR STRENGTHENING MARKETING STRATEGY APPLICATIONS

Dr. Liu Ying-Yen

Chang Jung Christian University, Ph.D.

in Business and Operation Management, Taiwan

Doctoral researcher of, California State University

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Abstract

In different fields of various industries, the development of information technology has created a broad field of knowledge. Therefore, the knowledge management field and related systems have helped provide corporate organizations with convenience and problem resolution. Furthermore, consistent interest in organization knowledge and knowledge management in corporate organizations has created a fundamental concept, so that how "knowledge" can be used to assist the operation of marketing strategies to improve product and service performance from the perspective of business management becomes helpful. This study proposes the following. 

  1. To apply the concept of knowledge-based theory -- the ability of a corporate organization depends on the integration mechanism that collects knowledge of individual behavior to enhance said organization’s competitive advantage; 

apply the use of social capital theory -- the resource relationship between individuals and units within the organization, which is also the concept construed from sociology to interpret social relationships. 

  1. To apply the use of marketing knowledge in knowledge management to improve the surrounding competitive environment and discover the needs and expectations of customers; most of all, doing so can help identify available marketing opportunities to enhance competitive advantages.

Keywords: theory of knowledge management, knowledge-based theory, social capital, customer relationship management, customer satisfaction, customer loyalty

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