Augmenting transcultural diffusion through knowledge management: the critical role of internal marketing

Hume, Craig and Hume, Margee (2014). Augmenting transcultural diffusion through knowledge management: the critical role of internal marketing. In Bryan Christiansen, Salih Yildiz and Emel Yildiz (Ed.), Handbook of research on effective marketing in contemporary globalism (pp. 104-127) Hershey, PA, United States: IGI Global. doi:10.4018/978-1-4666-6220-9.ch006


Author Hume, Craig
Hume, Margee
Title of chapter Augmenting transcultural diffusion through knowledge management: the critical role of internal marketing
Title of book Handbook of research on effective marketing in contemporary globalism
Place of Publication Hershey, PA, United States
Publisher IGI Global
Publication Year 2014
Sub-type Research book chapter (original research)
DOI 10.4018/978-1-4666-6220-9.ch006
Open Access Status Not Open Access
Year available 2014
Series Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
ISBN 9781466662230
9781466662216
Editor Bryan Christiansen
Salih Yildiz
Emel Yildiz
Chapter number 6
Start page 104
End page 127
Total pages 24
Total chapters 21
Language eng
Abstract/Summary This chapter discusses the enabling role of internal marketing in adoption of knowledge management in the non-profit sector. The chapter considers the novel concept of transcultural marketing that strengthens transcultural diffusion and discusses the cultural complexities of the non-profit sector and the cultural barriers requiring consideration in the adoption of knowledge management. Transcultural marketing encompasses the promotion and development of oneness through diffusion of transcultural ideas and technologies from diverse philosophies within the one environment while respecting and embracing diversity in thinking. The chapter presents the case of a large charitable non-profit sector firm and then offers specific discussion on the knowledge management culture and the role of internal marketing in implementation. This chapter advances understanding of the relationships of knowledge management, the role of internal marketing in generating, sustaining, and strengthening transcultural diffusion of knowledge in nonprofit firms and offers a basic framework of “Must Have” and “Nice to Have” for Knowledge Management implementation in not for profit organizations. Trans-cultural diffusion is the dissemination and exchange of cultural rudiments including ideas, styles, and technologies, and is deeply embedded in the success and philosophy of knowledge management.
Keyword Nonprofit Firms
Knowledge Management
Internal Marketing
Organizational Culture
Transcultural Marketing
Transcultural Diffusion
Q-Index Code B1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Book Chapter
Collection: UQ Business School Publications
 
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Created: Wed, 25 May 2016, 16:00:43 EST by Anthony Yeates on behalf of Learning and Research Services (UQ Library)