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
Date Written: 1993
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.
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