Applying knowledge management to project marketing in a demanding technology transfer project : convincing the industrial customer over the knowledge gap
Lehtimäki, Tuula; Simula, Henri; Salo, Jari (2009-01-21)
Tuula Lehtimäki, Henri Simula, Jari Salo, Applying knowledge management to project marketing in a demanding technology transfer project: Convincing the industrial customer over the knowledge gap, Industrial Marketing Management, Volume 38, Issue 2, 2009, Pages 228-236, ISSN 0019-8501, https://doi.org/10.1016/j.indmarman.2008.12.008
© 2008 Elsevier Inc. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/.
https://creativecommons.org/licenses/by-nc-nd/4.0/
https://urn.fi/URN:NBN:fi-fe2020052639127
Tiivistelmä
Abstract
Literature in project and knowledge management has examined knowledge management in projects, but the utilization of knowledge management in project marketing is still largely unexplored. This study examines the links between knowledge management and project marketing activities in a project where the seller wants to convince the potential buyer about a demanding investment project. An in-depth case study illustrates this in a situation hampered by a technical knowledge gap between the parties. The buyer is committed when they can trust the seller’s capability to successfully accomplish the project. The seller must criticize and communicate its core and project specific knowledge of technologies and customer needs through project marketing. A framework and implications on knowledge management and project marketing activities in different project phases is presented. It is proposed that knowledge management is a pertinent tool for project marketing as it helps to understand the roles of different knowledge types.
Kokoelmat
- Avoin saatavuus [31657]
Samankaltainen aineisto
Näytetään aineisto, joilla on samankaltaisia nimekkeitä, tekijöitä tai asiasanoja.
-
Knowledge graph construction and maintenance process : design challenges for industrial maintenance support
Teern, Anna; Kelanti, Markus; Päivärinta, Tero; Karaila, Mika
CEUR workshop proceedings : 3223 (RWTH Aachen University, 26.09.2022) -
Knowledge creation and interaction in an R&D project : the case of the energy weather forecast
Suorsa, Anna Reetta; Svento, Rauli; Lindfors, Anders V.; Huotari, Maija-Leena
Journal of documentation : 1 (Emerald, 05.09.2019) -
Powerful knowledge and the significance of teaching geography for in-service upper secondary teachers : a case study from Northern Finland
Virranmäki, Eerika; Valta-Hulkkonen, Kirsi; Rusanen, Jarmo
International research in geographical and environmental education : 2 (Informa, 26.01.2019)