Knowledge-intensive organizations and their relation with marketing strategies

Abstract

The intense competition among markets dictates that companies be capable of efficiently developing and managing resources, whether financial, structural or personnel related. In the literature, there is a preponderance of approaches that regard capital as the main resource to be managed. However, in an economy based on information and on intensive service, attributes such as flexibility, speed of action, innovation and trained personnel are increasingly essential for organizations to remain competitive. Given this reality, knowledge must be seen as a valuable strategic resource for the establishment of a sustainable competitive advantage. Moreover, in knowledge-intensive organizations, knowledge is an absolutely essential resource. The objective of this paper is to discuss marketing efficiency and its relation to Intensive Knowledge Organizations (IKO). This work addresses a discussion on how the use of a knowledge-based methodology in the organization can help it to develop its marketing strategies. The main characteristics of IKOs are presented, along with how the use of resource-based methodologies can drive the functioning of the organization.