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: Handbook of research on effective marketing in contemporary globalism. IGI Publishing (IGI Global), Hershey, PA. United States, pp. 104-127. ISBN 978-1-4666-6220-9

Abstract

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.


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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to chapter due to publisher's copyright policy.
Faculty / Department / School: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise
Date Deposited: 29 Aug 2014 02:38
Last Modified: 15 Aug 2017 03:58
Uncontrolled Keywords: knowledge management; internal marketing; non-profit; culture; transcultural diffusion
Fields of Research : 15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150301 Business Information Management (incl. Records, Knowledge and Information Management, and Intelligence)
15 Commerce, Management, Tourism and Services > 1599 Other Commerce, Management, Tourism and Services > 159999 Commerce, Management, Tourism and Services not elsewhere classified
20 Language, Communication and Culture > 2001 Communication and Media Studies > 200105 Organisational, Interpersonal and Intercultural Communication
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: 10.4018/978-1-4666-6220-9
URI: http://eprints.usq.edu.au/id/eprint/25286

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