PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
Czasopismo
2018 | nr 4 tom 1 | 377--389
Tytuł artykułu

Knowledge from Customers : Definition and Research Areas

Warianty tytułu
Wiedza od klientów : definicja i obszary badawcze
Języki publikacji
EN
Abstrakty
Klienci dostarczają firmie różnych wartości. Płacą za produkty lub usługi, rekomendują ofertę, dzielą się nią z przyjaciółmi i dostarczają firmie wiedzę. W literaturze rozpoznane są różne strumienie wartości dostarczanych przez klientów, lecz wiedza nie jest traktowana jako jeden z nich. Wiedza od klientów to wiedza, którą posiadają klienci; to wiedza, dzięki której można podejmować decyzje marketingowe. Celem niniejszego artykułu jest zdefiniowanie wiedzy od klienta i sklasyfikowanie jej przez identyfikację jej najczęściej badanych obszarów. Wyniki analizy dwuwymiarowej, obejmującej rodzaj oferty (produkt lub usługę) oraz charakterystykę wiedzy od klientów (to know, to use, to create) wskazują, że najczęściej badanym obszarem jest to create, czyli tworzenie produktów lub usług. Obszarowi temu poświęcono 73,2% artykułów. Oznacza to, że teoria dotycząca tworzenia produktu lub usługi wspólnie z klientem, jest stosunkowo dobrze rozwinięta. To pozwala sprecyzować obszar przyszłych badań nad segmentacją i wyceną wiedzy od klienta. (abstrakt oryginalny)
EN
Customers provide different types of value to a firm. They pay for products or services, they recommend, share with friends, and provide knowledge. The literature recognises various value streams customers represent, but knowledge is not treated as one of them. Knowledge from customers is the knowledge customers possess that can be used to make marketing decisions. The purpose of this article is to define knowledge from customer and classify it by finding the most commonly studied areas. Based on the two-dimensional analysis, including the type of offer (product or service) and the characteristics of knowledge from customers (to know, to use, to create), the results reveal that the mostly explored area is to create products or services, the attribute examined by 73.2% of the papers. This implies that the theory of how to create a product or service with a customer is highly developed. This allows us to focus on the theory of new product/service development to extend future research on the segmentation and valuation of knowledge from customer.
Czasopismo
Rocznik
Numer
Strony
377--389
Opis fizyczny
Twórcy
  • Akademia Leona Koźmińskiego w Warszawie
Bibliografia
  • Abrell T., Pihlajamaa M., Kanto L., vom Brocke J., Uebernickel F. (2016), The role of users and customers in digital innovation: Insights from B2B manufacturing firms, "Information & Management", No. 53(3), DOI: https://doi.org/10.1016/j.im.2015.12.005.
  • Aghamirian B., Dorri B., Aghamirian B. (2015), Customer Knowledge Management Application in Gaining Organization's Competitive Advantage in Electronic Commerce, "Journal of Theoretical and Applied Electronic Commerce Research", No. 10(1), http://search.proquest.com/docview/1617929235?accountid=48005 [access: 10.01.2018].
  • Alam I. (2002), An exploratory investigation of user involvement in new service development, "Journal of the Academy of Marketing Science".
  • Basu A., Vitharana P. (2009), Impact of Customer Knowledge Heterogeneity on Bundling Strategy, "Marketing Science", No. 28(4), DOI: https://doi.org/10.1287/mksc.1080.0445
  • Brucks M. (1985), The Effects of Product Class Knowledge on Information Search Behavior*, "Journal of Consumer Research", No. 12(1), DOI: https://doi.org/10.1086/209031
  • Chen Y.-H., Su C.-T. (2006), A Kano-CKM model for customer knowledge discovery, "Total Quality Management & Business Excellence", No. 17(5), http://10.0.4.56/14783360600588158 [access: 10.01.2018].
  • Daghfous A., Ashill N.J., Rod M.R. (2013), Transferring knowledge for organisational customers by knowledge intensive business service marketing firms: An exploratory study, "Marketing Intelligence & Planning, No.31(4), DOI: https://doi.org/10.1108/02634501311324889
  • Davenport T.H., Harris J.G., Kohli A.K. (2001), How Do They Know Their Customers So Well?, "MIT Sloan Management Review", No. 42(2), http://search.proquest.com/docview/224964028?accountid=48005 [access: 10.01.2018].
  • Davenport T., Prusak L. (1998), Working Knowledge How Organization Manage What They Know, "Harvard Business School Press, DOI: https://doi.org/10.1145/348772.348775
  • Desouza K.C., Awazu Y. (2005), What do they Know?, "Business Strategy Review", No. 16(1), http://10.0.4.87/j.0955-6419.2005.00351.x [access: 10.01.2018].
  • Enkel E., Gassmann O., Chesbrough H. (2009), Open R & D and open innovation : exploring the phenomenon, "R&D Management", No. 39(4), DOI: https://doi.org/10.1111/j.1467-9310.2009.00570.x
  • Eslami M.H., Lakemond N. (2016), Knowledge integration with customers in collaborative product development projects, "Journal of Business & Industrial Marketing", No. 31(7), DOI: https://doi.org/10.1108/JBIM-05-2014-0099
  • Etgar M. (2008), A descriptive model of the consumer co-production process, "Journal of the Academy of Marketing Science", No. 36(1), DOI: https://doi.org/10.1007/s11747-007-0061-1
  • Fang E., Palmatier R.W., Evans K.R. (2008), Influence of customer participation on creating and sharing of new product value, "Journal of the Academy of Marketing Science", No. 36(3), DOI: https://doi.org/10.1007/s11747-007-0082-9
  • Fuchs C., Schreier M., Jong A. De, Huijgen C., Ates A., Bloemhof J., Wynstra F. (2011), Customer empowerment in new product development, "Journal of Product Innovation Management", No. 28.
  • Garcia-Murillo M., Annabi H. (2002), Customer knowledge management, "The Journal of the Operational Research Society", No. 53(8), DOI: https://doi.org/10.1057/palgrave.jors.2601365
  • Gebert H., Geib M., Kolbe L., Brenner W. (2003), Knowledge-enabled customer relationship management: integrating customer relationship management and knowledge management concepts, "Journal of Knowledge Management, NO. 7(5), DOI: https://doi.org/10.1108/13673270310505421
  • Ghosh M., Dutta S., Stremersch S. (2006), Customizing Complex Products: When Should the Vendor Take Control?, "Journal of Marketing Research", No. 43(4).
  • Gibbert M., Leibold M., Probst G. (2002a), Five Styles of Customer Knowledge Management, and How Smart Companies Use Them To Create Value, "European Management Journal", No. 20(5), DOI: https://doi.org/10.1016/S0263-2373(02)00101-9
  • Gibbert M., Leibold M., Probst G. (2002b), Five Styles of Customer Knowledge Management, and How Smart Companies Use Them To Create Value, "European Management Journal", No. 20(5), DOI: https://doi.org/10.1016/S0263-2373(02)00101-9
  • Hamzah M.I., Othman A.K., Hassan F., Razak N.A., Yunus N.A.M. (2016), Conceptualizing a Schematic Grid View of Customer Knowledge from the Johari Window's Perspective, The Fifth International Conference on Marketing and Retailing (5th INCOMaR), No. 37, DOI: https://doi.org/10.1016/S2212-5671(16)30154-X
  • Hippel E.A. Von. (1978), Has a Customer Already Developed Your Next Product?, "IEEE Engineering Management Review", No. 6(3), DOI: https://doi.org/10.1109/EMR.1978.4306672
  • Hoyer W.D., Chandy R., Dorotic M., Krafft M., Singh S.S. (2010), Consumer Cocreation in New Product Development, "Journal of Service Research", No.13(3), DOI: https://doi.org/10.1177/1094670510375604
  • Joshi A.W., Sharma S. (2004), Customer knowledge development: Antecendents and impact on new product performance, "Journal of Marketing", No. 68(4), DOI: https://doi.org/10.1509/jmkg.68.4.47.42722
  • Khankaew C., Ussahawanitichakit P., Raksong S. (2015), A CONCEPTUAL FRAMEWORK OF ALTERNATIVE MARKETING STRATEGY AND MARKETING OUTCOMES, "Allied Academies International Conference. Academy of Marketing Studies. Proceedings", No. 20(2).
  • Khodakarami F., Chan Y.E. (2014), Exploring the role of customer relationship management (CRM) systems in customer knowledge creation, "Information & Management", No. 51(1), DOI: https://doi.org/10.1016/j.im.2013.09.001
  • Kumar V., Aksoy L., Donkers B., Venkatesan R., Wiesel T., Tillmanns S. (2010), Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value, "Journal of Service Research", No. 13(3).
  • Peng J., Lawrence A., Koo T. (2009), Customer knowledge management in international project: a case study, "Journal of Technology Management in China", No. 4(2), DOI: https://doi.org/http://dx.doi.org/10.1108/17468770910965000
  • Prahalad C.K., Ramaswamy V. (2000), Co-Opting Customer Competence, "Harvard Business Review", No. 78(1), DOI: https://doi.org/10.1086/250095
  • Rao A.R., Monroe K.B. (1988), The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations, "Journal of Consumer Research", No. 15(2), DOI: https://doi.org/Doi 10.1086/209162
  • Rowley J. (2002), Eight questions for customer knowledge management in e-business, "Journal of Knowledge Management", No. 6(5).
  • Su C.-T., Chen Y.-H., Sha D.Y. (2006), Linking innovative product development with customer knowledge: a data-mining approach, "Technovation", No. 26(7), DOI: https://doi.org/10.1016/j.technovation.2005.05.005
  • Taherparvar N., Esmaeilpour R., Dostar M. (2014), Customer knowledge management, innovation capability and business performance: a case study of the banking industry, "Journal of Knowledge Management", No. 18(3), DOI: https://doi.org/10.1108/JKM-11-2013-0446
  • Vargo S.L., Maglio P.P., Akaka M.A. (2008), On value and value co-creation: A service systems and service logic perspective, "European Management Journal", No. 26(3), DOI: https://doi.org/10.1016/j.emj.2008.04.003
  • von Hippel E. (1986), Lead users: a source of novel product concepts, "Management Science", No. 32(7), DOI: https://doi.org/10.1017/CBO9781107415324.004
  • Whitla P. (2009), Crowdsourcing and Its Application in Marketing Activities, 5(1). Retrieved from http://www.cmr-journal.org/article/viewFile/1145/2641 [access: 10.01.2018].
  • Wu J., Guo B., Shi Y. (2013), Customer knowledge management and IT-enabled business model innovation: A conceptual framework and a case study from China, "European Management Journal", No. 31(4), DOI: https://doi.org/10.1016/j.emj.2013.02.001
  • Zanjani M.S., Rouzbehani R., Dabbagh H. (2008), Proposing a Conceptual Model of Customer Knowledge Management: A Study of CKM Tools in British Dotcoms, "International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering", Vol. 2.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171529214

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.