Knowledge Management and Knowledge-based Marketing

Two separate qualitative research studies are designed to gain an insight into the practice of knowledge management and marketing in the engineering and biotechnology industries. The findings show that the engineering industry is practicing knowledge management to varying degrees. The biotechnology industry clearly differentiates between data, information and knowledge. With the new knowledge gained, the biotechnology industry (a rapidly growing knowledge-intensive industry, according to Donn Szaro) is able to innovate and market new products and services. A Knowledge Management System (KMS) model has been used to show how the various components within the KMS are coordinated and integrated to best achieve organizational objectives in the engineering and biotechnology industries. The KMS model is also used to show how customer-focused organizations use knowledge to market innovative products and services