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Five Styles of Customer Knowledge Management, and How Smart Companies Use Them To Create Value

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  • Gibbert, Michael
  • Leibold, Marius
  • Probst, Gilbert

Abstract

Corporations are beginning to realize that the proverbial 'if we only knew what we know' also includes 'if we only knew what our customers know.' The authors discuss the concept of Customer Knowledge Management (CKM), which refers to the management of knowledge from customers, i.e. knowledge resident in customers. CKM is contrasted with knowledge about customers, e.g. customer characteristics and preferences prevalent in previous work on knowledge management and customer relationship management. Five styles of CKM are proposed and practically illustrated by way of corporate examples. Implications are discussed for knowledge management, the resource based view, and strategy process research.

Suggested Citation

  • Gibbert, Michael & Leibold, Marius & Probst, Gilbert, 2002. "Five Styles of Customer Knowledge Management, and How Smart Companies Use Them To Create Value," European Management Journal, Elsevier, vol. 20(5), pages 459-469, October.
  • Handle: RePEc:eee:eurman:v:20:y:2002:i:5:p:459-469
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    Citations

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    Cited by:

    1. Dr. Filiz Gürder & Assoc. Prof. Dr. Yücel Yılmaz, 2013. "Using Geographic Information Systems in Knowledge Management Processes," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 3(1), pages 75-87, January.
    2. repec:hur:ijarbs:v:7:y:2017:i:11:p:175-187 is not listed on IDEAS
    3. Levén, Per & Holmström, Jonny & Mathiassen, Lars, 2014. "Managing research and innovation networks: Evidence from a government sponsored cross-industry program," Research Policy, Elsevier, vol. 43(1), pages 156-168.
    4. Mokter Hossain & K. Islam, 2015. "Ideation through Online Open Innovation Platform: Dell IdeaStorm," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 6(3), pages 611-624, September.
    5. Tzu-Chun Weng, 2014. "Exploring Customer Knowledge from Social Media to Improve the Performance of Strategy," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 3(2), pages 261-279.
    6. Wu, Jiebing & Guo, Bin & Shi, Yongjiang, 2013. "Customer knowledge management and IT-enabled business model innovation: A conceptual framework and a case study from China," European Management Journal, Elsevier, vol. 31(4), pages 359-372.
    7. Mitja Kozjan & Doris Gomezelj Omerzel, 2011. "How Do Companies Treat Their Knowledge For managing the Company's Brand?," MIC 2011: Managing Sustainability? Proceedings of the 12th International Conference, Portorož, 23–26 November 2011 [Selected Papers], University of Primorska, Faculty of Management Koper.
    8. Salojärvi, Hanna & Sainio, Liisa-Maija, 2015. "CRM technology and KAM performance: The mediating effect of key account-related knowledge," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 8(1), pages 435-454.
    9. Shakir Hafeez & Li Lin Hong & Bilal Bin Saeed & Bilal Afsar, 2017. "Customer Knowledge Management as a Success Driver for Business in Mobile Sector of Pakistan," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 1-14.
    10. Wensley, Anthony K.P. & Navarro, Juan Gabriel Cegarra, 2015. "Overcoming knowledge loss through the utilization of an unlearning context," Journal of Business Research, Elsevier, vol. 68(7), pages 1563-1569.

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