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The Role of Knowledge Management in Industrial Marketing: A Longitudinal Study

机译：知识管理在工业营销中的作用：一项纵向研究

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The purpose of this paper is to examine the role that knowledge management plays in making industrial marketing sustainable. In order to examine sustainability over time, a longitudinal study has been carried out. Three multinational companies, Atlas Copco, SKF and Volvo are followed from their inception, in 1873, 1907 and 1927 to present time. Due to the long time span involved most of the empirical data collection is carried out in the form of internal and external document studies. The data is analysed using the constant comparative technique from the grounded theory approach. A framework combining knowledge management and industrial marketing is proposed. The research has interesting implications for the scientific understanding of industrial marketing, as the field of knowledge management has not been previously integrated and many aspects of marketing are knowledge driven processes. Moreover, the framework that is proposed should be useful for managers of industrial companies in their efforts of making their marketing more sustainable.
机译：本文的目的是检验知识管理在使工业营销可持续发展中的作用。为了检查一段时间内的可持续性，已进行了纵向研究。 1873年，1907年和1927年成立之初，紧随其后的是阿特拉斯·科普柯，SKF和沃尔沃这三家跨国公司。由于涉及的时间跨度长，大多数经验数据的收集都是以内部和外部文件研究的形式进行的。使用基于扎根理论方法的恒定比较技术对数据进行分析。提出了知识管理与产业营销相结合的框架。该研究对工业营销的科学理解具有有趣的意义，因为知识管理领域以前尚未集成，并且营销的许多方面都是知识驱动的过程。此外，所提议的框架对于工业公司的管理者在使其营销更加可持续的努力中应该是有用的。

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