Critical factors for communication and knowledge transfer : A study of Volvo Cars Corporation's Market Intelligence Department and their communication and Interaction with their various Internal Clients

How information can be transferred efficiently within a large organization has been researched for a long time but has probably never been as important as it is in today´s global corporate world, where knowledge is an important key to success. To be able to successfully gather, analyze and transfer information throughout an organization is one of a Market Intelligence department´s main purposes. Decision makers throughout an organization are highly dependent on the quality of the Market Intelligence department´s findings and its communication and interaction activities. The purpose of this thesis is therefore to investigate which critical factors that needs to be taken into consideration when a Market Intelligence department communicates its findings in order to facilitate knowledge transfer for their internal clients. A theoretical background regarding communication and knowledge transfer is provided in order to understand the context of the thesis. The theoretical framework for this study is mainly based on Szulanski´s four critical dimensions of knowledge transfer; characteristics of the knowledge transferred, of the source, of the recipient and of the context in which the transfer takes place. In order to gather relevant empirical data for this study, Volvo Cars Corporation and its Market Intelligence department was contacted. The authors collected the primary data on site at Volvo Cars Corporation´s headquarter in Gothenburg, Sweden, during November 2009. The study showed that there are several critical factors, some more important than others, that needs to be taken into consideration in order for a Market Intelligence department to communicate its findings in order to facilitate knowledge transfer for their internal clients. An MI department needs to: Consider the type of information and knowledge they intend to communicate and adjust its communication approach accordingly. Be involved in their internal clients’ projects. Be aware that today’s performance affects tomorrow’s credibility. Understand its internal clients’ absorptive skills. Schedule enough time for interaction and an oral presentation in the cases where it is needed. Focus on building a relationship with its internal clients