Abstract
Knowledge Management (KM) favours knowledge as an asset that organizations mustproactively share with all stakeholders. However, in reality managers are fearful of theirfirm’s core competency knowledge being exploited by competitors. This restrictionpresents KM as a “romantic” business strategy, because cases of unrestricted knowledge sharingamong stakeholders such as managers, staff, customers, and business partners,the public and competitors are rare. This study provides an empirical qualitative analysisof knowledge-sharing. Empirical data were collected through in-depth interviews withsenior executives and specialist staff, field observations and analysis of companydocuments. Results found that managers are passionate advocates of environmentalsustainability and therefore ardently share their knowledge and beliefs to promote andachieve environmental sustainability objectives. The findings support the notion thatenvironmental sustainability knowledge is a strategic organizational resource thatenables NTOs to implement environmental sustainability practices and to achieve theirmarketing objectives.
Original language | English |
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Title of host publication | Marketing in a post-disciplinary era |
Subtitle of host publication | ANZMAC 2016 |
Editors | David Fortin, Lucie K. Ozanne |
Place of Publication | Christchurch, New Zealand |
Publisher | University of Canterbury |
Pages | 22-28 |
Number of pages | 7 |
ISBN (Electronic) | 9780473376604 |
Publication status | Published - 2016 |
Event | Australian and New Zealand Marketing Academy Conference: ANZMAC 2016 - University of Canterbury, Christchurch, New Zealand Duration: 05 Dec 2016 → 07 Dec 2016 https://web.archive.org/web/20161017091759/http://www.mang.canterbury.ac.nz/anzmac/ (Archived page) https://anzmac.wildapricot.org/resources/Pictures/ANZMAC%20proceedings%202016.pdf (Conference proceedings) |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Country/Territory | New Zealand |
City | Christchurch |
Period | 05/12/16 → 07/12/16 |
Other | Marketing exists in an environment that is constantly evolving. It interfaces with psychology, tourism, management, entrepreneurship, law, economics and other social sciences. Other disciplines like engineering and natural sciences now recognise that business knowledge significantly contributes to the success of new discoveries and innovation. Increasingly, governments and research bodies encourage cross-collaborations between and among scholars in advancing new knowledge to benefit society. ANZMAC 2016 encourages scholars to submit research based on cross disciplinary approaches and will provide a forum where scholars engage in a robust conversation on the cross disciplinary impact of marketing and how marketing should look in this environment. |
Internet address |
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