Creating and Exploiting Market Knowledge Assets

Slater, Stanley F., Olson, Eric M. & Sørensen, Hans Eibe (2012). "Creating and Exploiting Market Knowledge Assets". Journal of Business Strategy , Vol. 33, No. 4, pp. 18-27.

Posted: 13 Aug 2012

See all articles by Stanley F. Slater

Stanley F. Slater

Colorado State University - College of Business, Department of Marketing

Hans Eibe Sørensen

Copenhagen Business School

Date Written: April 1, 2012

Abstract

Purpose: Identify the components of a knowledge management system that contribute to superior new product program performance.

Design/methodology/approach: We first undertook an extensive review of the academic and managerial literatures that deal with knowledge management's contribution to superior performance. After identifying gaps in the literature, we developed a comprehensive model of a knowledge management system. Where possible, we utilized existing measures of the constructs in this model. We developed a questionnaire, purchased a commercial mailing list, and conducted a two wave mailing which produced a 15.8% response rate.

Findings: Customer intelligence generation, competitor intelligence generation, technological intelligence generation, and intelligence dissemination all contribute to the stock of knowledge assets (p < .05). We found that, after controlling for influences on new product performance, a knowledge-based strategy fully mediated the knowledge asset - new product program performance relationship (p < .05).

Research limitations: This is a cross-sectional study so causality should not be implied. The study was conducted among companies competing in high-tech industries so there may be questions about generalizability.

Practical implications: Within the limitations of the research design, this study demonstrates the components of a knowledge management system. We provide numerous examples of the techniques utilized and companies that utilize them.

Keywords: Knowledge management, Customer intelligence generation, competitor intelligence generation, technological intelligence generation, intelligence dissemination, knowledge-based strategy, new product program performance

Suggested Citation

Slater, Stanley F. and Sørensen, Hans Eibe, Creating and Exploiting Market Knowledge Assets (April 1, 2012). Slater, Stanley F., Olson, Eric M. & Sørensen, Hans Eibe (2012). "Creating and Exploiting Market Knowledge Assets". Journal of Business Strategy , Vol. 33, No. 4, pp. 18-27. . Available at SSRN: https://ssrn.com/abstract=2128579

Stanley F. Slater

Colorado State University - College of Business, Department of Marketing ( email )

Fort Collins, CO 80523
United States

Hans Eibe Sørensen (Contact Author)

Copenhagen Business School ( email )

Denmark

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