Customer Knowledge Management

Silvio Wilde studied Human Resource Management and International Project Management at the University of Applied Sciences in Neuss (Fachhochschule für Oekonomie und Management) and currently works as a marketing and sales expert. Thanks to his previous employments at Siemens, AT&S, BASF and Bayer, he can look back on a broad range of experience in different corporate cultures. This also enabled him to gain insights into the close relationship between Knowledge Management and Customer Relationship Management – the research topic of his book. His interests focus on „human capital", companies’ most valuable asset.

• 1.Introduction.- 1.1 Preface.- 1.2 Research Problem.- 1.3 Research Objective.- 1.4 Structure of the Book.- 1.5 From KM to CRM: 'PKMA', '5-Step CDLS', 'CRI-C' and 'SIS'.- 2. Small and Medium-Sized Enterprises.- 2.1 Preface.- 2.2 Nature and Importance of SMEs in Europe.- 2.3 SMEs in Germany.- 2.4 NEWCO International GmbH.- 2.5 Difficulties and Competition Factors of SMEs.- 2.6 Summary.- 3. Knowledge Management.- 3.1 Preface. – 3.2 Definition and Types of 'Knowledge'.- 3.3 Concepts of and Approaches to 'Knowledge Management'.- 3.4 Summary.- 4. Knowledge Transfer and Sharing.- 4.1 Preface.- 4.2 Complexity of Knowledge Sharing.- 4.3 Best Practice Transfer Model by Szulanski.- 4.4 Barriers to Knowledge Exchange.- 4.5 The Concept of Ba.- 4.6 The Learning Organization.- 4.7 Summary.- 5. Customer Relationship – Customer Knowledge.- 5.1 Preface.- 5.2 Customer Relationship Management.- 5.3 Customer Knowledge Management.- 5.4 Summary.- 6. Practical Investigation.- 6.1 Preface.- 6.2 Research Methodology.- 6.3 Research Design.- 6.4 Theoretical Approaches of the Case Study.- 6.5 Results of the Survey.- 6.6 Summary.- 7. Critical Debate.- 7.1 Preface.- 7.2 Discussion of the Results.- 7.3 Recommendations Resulting from the Case Study.- 7.4 Critical Analysis.- 7.5 Summary.- 8. Conclusion. – Appendix.- References.