The critical role of internal marketing in knowledge management in not-for-profit organizations

Hume, Craig and Hume, Margee (2015) The critical role of internal marketing in knowledge management in not-for-profit organizations. Journal of Nonprofit and Public Sector Marketing, 27 1: 23-47. doi:10.1080/10495142.2014.934567


Author Hume, Craig
Hume, Margee
Title The critical role of internal marketing in knowledge management in not-for-profit organizations
Journal name Journal of Nonprofit and Public Sector Marketing   Check publisher's open access policy
ISSN 1540-6997
1049-5142
Publication date 2015-01-02
Sub-type Article (original research)
DOI 10.1080/10495142.2014.934567
Open Access Status Not Open Access
Volume 27
Issue 1
Start page 23
End page 47
Total pages 25
Place of publication Philadelphia, PA, United States
Publisher Routledge
Collection year 2016
Subject 1406 Marketing
Abstract Australian not-for-profit (NFP) organizations are knowledge-intensive enterprises, but most struggle with knowledge management (KM), while at the same time identifying it as an increasingly important activity they must improve for an increasingly competitive and demanding environment. Replicating “corporate” best KM practices is often misaligned with NFPs’ unique cultures, finances, operations, and missions. This article advances previous work presented in this journal and highlights the importance of internal management practices as vital for success. This article draws from NFP research in knowledge and explores a key enabler (internal marketing) that has been overlooked for building a critical link between NFP staff/volunteers and the organization for building and sustaining KM in an NFP environment. Using in-depth interviewing (32 interviews) and an online survey (179 respondents), this article examines the elements of internal marketing’s benefit/value propositions to staff and the importance of personal relevance. Further, the article also explores the value of socialization strategies (such as communities of practice) as effective internal marketing channels.
Keyword Internal marketing
Knowledge capture
Knowledge diffusion
Knowledge management
Not for profit
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Non HERDC
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 2 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 3 times in Scopus Article | Citations
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Created: Wed, 25 May 2016, 15:56:04 EST by Anthony Yeates on behalf of Learning and Research Services (UQ Library)