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Developing a Brokering Capacity within the Firm: The Enactment of Market Knowledge

In: The Future of Knowledge Management

Author

Listed:
  • Salvatore Vicari
  • Paola Cillo

Abstract

Is market knowledge really useful to advance innovation and why are some companies better at using market knowledge to generate innovation than others? This paper addresses this issue conceptually, building on the assumption that it is distribution and usage of market knowledge which make the difference in innovative competition. We build on two different streams of research: market orientation and market knowledge, and knowledge brokering. We show why the emergence of internal market knowledge brokers may enhance the opportunity of innovation for organizations. We distinguish four different types of internal brokers. This distinction is related to the typology of knowledge to be transferred between two internal parties and the cognitive distance between these parties. Conclusions and implications are drawn on how companies should manage these figures of internal brokers in order to favour the distribution and the usage of market knowledge on the edge of innovation.

Suggested Citation

  • Salvatore Vicari & Paola Cillo, 2006. "Developing a Brokering Capacity within the Firm: The Enactment of Market Knowledge," Palgrave Macmillan Books, in: Birgit Renzl & Kurt Matzler & Hans Hinterhuber (ed.), The Future of Knowledge Management, chapter 9, pages 184-204, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-37189-7_10
    DOI: 10.1057/9780230371897_10
    as

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