Perceptions becoming reality: Bridging the market knowledge gap

• Main Author: HOE, Siu Loon
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2008
• Subjects: Learning Organizations; Market Research; Management Information Systems; Organization Development
• Online Access: https://ink.library.smu.edu.sg/sis_research/5167; https://ink.library.smu.edu.sg/context/sis_research/article/6170/viewcontent/10_1108_14777280810850697.pdf
• Institution: Singapore Management University

PurposeOrganizations constantly strive to learn about new market trends and ideas to stay ahead of the game. However, with an increased demand of market knowledge, how does the organization motivate employees to constantly acquire and disseminate market knowledge? The purpose of this paper is to highlight the perceived importance of market knowledge in promoting continuous employee acquisition and dissemination of customer and competitor knowledge.Design/methodology/approachThe perceived importance of market knowledge concept is highlighted and discussed.FindingsThe paper offers a view on how management could address the increased demand for market knowledge and how the development and learning team could provide further support to close this gap.Originality/valueThis paper contributes to the existing organizational learning literature by suggesting simple yet effective ways in which management emphasis of market knowledge can bridge the market knowledge gap and promote organizational learning.Keywords