| Title | Knowledge Networks in SMEs: How does relationship management support knowledge marketing in SMEs? |
|---|---|
| ID_Doc | 67263 |
| Authors | Diehr, G; Wilhelm, S; Gueldenberg, S; Klammer, A |
| Title | Knowledge Networks in SMEs: How does relationship management support knowledge marketing in SMEs? |
| Year | 2015 |
| Published | |
| Abstract | Purpose - This study aims to highlight the importance of relationship management especially in terms of knowledge management in SMEs. For this purpose, knowledge networks are highlighted, which are linkages between different knowledge sources in and outside the firm. They are essential to incorporate the knowledge of strategic customers and business partners into the knowledge base of SMEs and therefore contribute to the commercialization of knowledge-intensive products as well as services. Design/methodology/approach - In general, knowledge marketing supports the commercialization of firm's knowledge. Several factors which are relevant for knowledge marketing have been analysed. Establishing relations and integrating knowledge of stakeholders are crucial for limited knowledge resources of SMEs. Since research and literature in the field of knowledge marketing (especially in SMEs) is still scarce, the authors regard a qualitative research approach as appropriate. The following multiple case study primarily based on semi-structured interviews and document analyses. Subsequently, all qualitative data were compared and interpreted. Originality/value - The knowledge base - internally or externally acquired - which constitutes the basis of a unique competitive advantage of firms in the software, in the numismatics or other knowledge-intensive industries can be expanded and utilized in a better way through knowledge networks. Particularly customers' and business partners' knowledge is relevant to knowledge-intensive firms, because these elements allow firms to acquire additional know-how, which can be utilized for product development, innovations, and other customers. Theoretical implications - This research paper contributes to knowledge marketing as well as SME literature since the empirical data collection was exclusively limited to SMEs. Hence, the necessity of relations to different stakeholders of SMEs in knowledge networks has been identified. These networks are one of the success factors for a holistic knowledge marketing approach of SMEs. The approach further implicates processes of knowledge utilisation and therefore supports to clarify ways of understanding the meaning of knowledge as sustainable, competitive advantage. Practical implications - The outcomes clarify the integration of strategic customer and business partner knowledge as well as the marketing of knowledge in knowledge-intensive industries. Here, establishing relations and utilizing knowledge networks are most encouraging success factors of knowledge marketing. When emphasizing on these particular factors of marketing activities, SMEs might positively influence the success of their own business in comparison to competitors. The consideration of these factors enables top level management to differentiate them by focusing on knowledge marketing. |
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