Collaborative systems and internal marketing communications in knowledge transfer
by Nory B. Jones, Omar J. Khan
International Journal of Collaborative Enterprise (IJCENT), Vol. 2, No. 1, 2011

Abstract: This paper explores a new model of knowledge sharing via collaborative systems, facilitated by internal marketing communications. While it is well documented that collaborative systems can potentially enhance knowledge sharing within organisations, a major deficit in the literature involves the mechanisms to educate and motivate associates to use these systems in productive ways. In this paper, we revisit the foundation of the value of collaborative systems and its potential value to the sustainable competitive advantage of an organisation. We present two case studies which serve as validation for the original premise. We conclude by proposing a model for the missing piece; development of a systematic internal marketing communications strategy to inform, educate and motivate associates to effectively use the collaborative systems.

Online publication date: Wed, 15-Jun-2011

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