 Developing a Brokering Capacity within the Firm: The Enactment of Market KnowledgeSalvatore Vicari and Paola Cillo Chapter 9 in The Future of Knowledge Management, 2006, pp 184-204 from Palgrave Macmillan Abstract: Abstract Is market knowledge really useful to advance innovation and why are some companies better at using market knowledge to generate innovation than others? This paper addresses this issue conceptually, building on the assumption that it is distribution and usage of market knowledge which make the difference in innovative competition. We build on two different streams of research: market orientation and market knowledge, and knowledge brokering. We show why the emergence of internal market knowledge brokers may enhance the opportunity of innovation for organizations. We distinguish four different types of internal brokers. This distinction is related to the typology of knowledge to be transferred between two internal parties and the cognitive distance between these parties. Conclusions and implications are drawn on how companies should manage these figures of internal brokers in order to favour the distribution and the usage of market knowledge on the edge of innovation. Keywords: Market Orientation; Customer Orientation; Organizational Innovation; Strategic Management Journal; Structural Hole (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-37189-7_10 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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