Customer Knowledge Acquisition in the Business Products Market

Journal of Product and Brand Management, Vol. 2, No. 3, pp. 23-35, Fall 1993

Posted: 27 Feb 2012

See all articles by Geoffrey Gordon

Geoffrey Gordon

affiliation not provided to SSRN

Roger Calantone

Michigan State University

Anthony Di Benedetto

Temple University

Peter Kaminski

affiliation not provided to SSRN

Date Written: 1993

Abstract

The objectives of this study are to explore two issues in the customer knowledge acquisition process in an industry-specific, business-marketing setting. The first is to identify the most effective means of acquiring customer knowledge and the second is to specify those components of overall customer knowledge which firms should pursue, including the specific knowledge which organizations should possess regarding the impact of their products on a customer's organization. The results of a recent empirical study in a high technology market setting are discussed. Conclusions and managerial implications are presented.

Suggested Citation

Gordon, Geoffrey and Calantone, Roger and Di Benedetto, Anthony and Kaminski, Peter, Customer Knowledge Acquisition in the Business Products Market (1993). Journal of Product and Brand Management, Vol. 2, No. 3, pp. 23-35, Fall 1993. Available at SSRN: https://ssrn.com/abstract=2011981

Geoffrey Gordon

affiliation not provided to SSRN ( email )

Roger Calantone

Michigan State University ( email )

Agriculture Hall
East Lansing, MI 48824-1122
United States

Peter Kaminski

affiliation not provided to SSRN ( email )

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