Applying knowledge management to project marketing in a demanding technology transfer project: Convincing the industrial customer over the knowledge gap |
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Authors: | Tuula Lehtimäki [Author Vitae] Henri Simula [Author Vitae] |
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Institution: | a University of Oulu, Faculty of Economics and Business Administration, P.O. Box 4600, 90014, Finland b Helsinki University of Technology, BIT Research Centre, P.O. Box 5500, 02015 TKK, Finland |
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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. |
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Keywords: | Buyer-seller relationship Case study Core knowledge Customer commitment Industrial products Knowledge management Project marketing Project specific knowledge Process technology |
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