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Managing Customer Knowledge with Social Software
Abstract
The development of Internet technologies and Web 2.0 has created tremendous opportunities for Knowledge Management (KM) (Johnston 2008). Among the new directions of KM, customer knowledge management and social software have gained growing interests from both business practitioners and academic researchers. Customer Knowledge Management (CKM) refers to the management of organizational knowledge residing on the customer side. Different from Customer Relationship Management (CRM) and general KM, CKM assumes the five basic styles: prosumerism, team-based co-learning, mutual innovation, communities of creation, and joint intellectual property (Gibbert, et al. 2002). Approaches in marketing and CRM cannot successfully capture knowledge from customers, so appropriate methods of CKM have to be employed to retrieve and manage customer knowledge (García-Murillo & Annabi, 2002).
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