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An exploration of knowledge interaction patterns between R&D and marketing departments
|Keywords: ||service economy|
|Issue Date: ||2016-05-09 15:18:26 (UTC+8)|
|Abstract: ||In the service economy of the 21st century, companies face intense competition in providing customer-centric products and services. In an environment where emerging technologies constantly stimulate innovative methods of service delivery, customer and technological knowledge remain the primary types of information applied by a company in providing customers with quality products and services. Managing knowledge interactions for synergetic business operations is critical in building a service-oriented infrastructure for continuous innovation.
This study explores the pattern of knowledge interaction between R&D and marketing departments. Knowledge possessed by R&D department is defined as technological knowledge, while knowledge possessed by marketing department is defined as customer knowledge. First, the concepts, theories, and relevant research regarding the relationship between customer and technological knowledge is reviewed. Based on boundary-spanning theory, this study conducts an exploratory case study to examine the interaction between customer and technological knowledge. The case study focuses on the interaction between sales personnel and R&D employees across three levels of interaction, the syntactic, semantic, and pragmatic. This study found that different types of knowledge and activities between R&D and marketing departments generate different results. This study also found that most business knowledge for innovation is generated at the knowledge interaction between semantic and pragmatic level. Another finding is that Field Application Engineers play the important roles of boundary spanner because they possess both technological knowledge and customer knowledge for their specialized field. Boundary spanners serve as both filters and facilitators in information transmittal between internal units, and play an important role in the transfer of ideas within organizations. To develop critical innovations, businesses should interact according to what type of knowledge accessed.
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|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G0096356034|
|Data Type: ||thesis|
|Appears in Collections:||[資訊管理學系] 學位論文|
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