Author
Listed:
- Gregor Diehr
- Stefan Wilhelm
Abstract
Der vorliegende Beitrag auf Basis des Fallstudienansatzes analysiert die Verwendung von verschiedenen Formen der „Wissensnutzung“, um strategisches Kundenwissen zu integrieren und somit anderen Marktteilnehmern einen Schritt voraus zu sein. Für diesen Zweck werden Prozesse und Faktoren hervorgehoben, die wesentlich für die Einbindung strategischer Kunden in die Wissensbasis von KMU sind und folgend die Kommerzialisierung von wissensintensiven Produkten- oder Dienstleistungen fördern. Da Forschungs- und Literaturbeiträge auf dem Gebiet des „Wissensmarketings“ (vor allem in wissensintensiven KMU) noch nicht ausgiebig erforscht sind, wurde in der Studie ein qualitativer Forschungsansatz gewählt. Ein ganzheitliches Wissensmarketing in Unternehmen beinhaltet die adäquate Nutzung und Vermarktung von wissensintensiven Produkten und Dienstleistung. In der folgenden Untersuchung wurden drei erforderliche Prozesse dafür identifiziert: (1) Entwicklung von Community-of-Practice und Wissensnetzwerken, (2) Lösung von Kundenproblemen und (3) Besitz der Aufnahmefähigkeit, um Kundenwissen zu verstehen und zu integrieren. / This study aims to analyse the application of different forms of „knowledge utilization“ for the integration of strategic customer knowledge. For this purpose, processes and factors are highlighted, which are essential to incorporate knowledge of strategic customers into the knowledge base of knowledge-intensive SMEs and therefore contribute to the commercialization of knowledge-intensive products and services. Since research and literature in the field of „knowledge marketing“ (especially in knowledge-intensive SMEs) is still scarce, the authors regard a qualitative research approach as appropriate. A holistic knowledge marketing strategy of the company includes the adequate usage and marketing of knowledge-intensive products and services. In the following case study three necessary processes have been identified: (1) Developing communities-of-practice or knowledge networks, (2) solving customer problems, and (3) possessing the absorptive capacity to understand and integrate customer knowledge.
Suggested Citation
Gregor Diehr & Stefan Wilhelm, 2015.
"Wissensmarketing - Der Einsatz von strategischen Kunden im Wissensmarketing von KMU,"
ZfKE – Zeitschrift für KMU und Entrepreneurship, Duncker & Humblot, Berlin, vol. 63(2), pages 129-147.
Handle:
RePEc:dah:aeqzfk:v63_y2015_i2_q2_p129-147
DOI: 10.3790/zfke.63.2.129
Download full text from publisher
As the access to this document is restricted, you may want to search for a different version of it.
Corrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:dah:aeqzfk:v63_y2015_i2_q2_p129-147. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
We have no bibliographic references for this item. You can help adding them by using this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: E-Publishing-Team (email available below). General contact details of provider: https://www.duncker-humblot.de .
Please note that corrections may take a couple of weeks to filter through
the various RePEc services.