Tuula Lehtimäki, Henri Simula, Jari Salo, Applying knowledge management to project marketing in a demanding technology transfer project: Convincing the industrial customer over the knowledge gap, Industrial Marketing Management, Volume 38, Issue 2, 2009, Pages 228-236, ISSN 0019-8501, https://doi.org/10.1016/j.indmarman.2008.12.008
Applying knowledge management to project marketing in a demanding technology transfer project : convincing the industrial customer over the knowledge gap
|Author:||Lehtimäki, Tuula1; Simula, Henri2; Salo, Jari1|
1University of Oulu, Faculty of Economics and Business Administration, P.O. Box 4600, 90014, Finland
2Helsinki University of Technology, BIT Research Centre, P.O. Box 5500, 02015 TKK, Finland
|Online Access:||PDF Full Text (PDF, 0.5 MB)|
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe2020052639127
|Publish Date:|| 2020-05-26
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.
Industrial marketing management
|Pages:||228 - 236|
|Type of Publication:||
A1 Journal article – refereed
|Field of Science:||
512 Business and management
The useful comments of the reviewers and the financial support of the Finnish Funding Agency for Technology and Innovation are gratefully acknowledged.
© 2008 Elsevier Inc. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/.