| Author: | Menon, A. Varadarajan, P. R. |
| Title: | A model of marketing knowledge use within firms |
| Journal: | Journal of Marketing
1992 : OCT, VOL. 56: 4, p. 53-71 |
| Index terms: | |
| Freeterms: | MARKETING, INNERBETRIEBLICHE INFORMATION ORGANISATORISCHES KOMMUNIKATIONSSYSTEM |
| Language: | eng |
| Abstract: | The process of knowledge utilization within firms is an increasingly important area for research in light of its implications for organizational effectiveness. Building on prior research the authors explicate the nature of knowledge utilization and propose a framework for circumscribing the concept of knowledge utilization. Using a theoretical perspective on knowledge utilization, they present a conceptual model that provides insights into informational and organizational factors that affect marketing knowledge utilization in firms. |
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